Visit California hails social campaign success

Tourism bosses in California have hailed the success of a social media campaign which included a 24-hour YouTube takeover.

Speaking at the IPW conference in Chicago, Visit California chief executive Caroline Beteta said the state’s Dream 365 campaign had achieved “staggering results” with impact beyond the English-speaking markets at which it was targeted.

Beteta said the campaign’s constantly updated YouTube content had received 678,000 views and more than 3,000 interactions since its launch on February 28.

And she said the success of the campaign meant that increased digital activity would underpin all further Visit California broadcast marketing activity and brand campaigns.

She said: “The digital sphere has given us the ability to deliver very specific messages underpinning our core brand messages.”

Visitors to California generated $112.8 billion of spending in 2013, and the state is forecasting that figure will rise to $119 billion in 2014.

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