Visit California
California Climbs to New Heights to Reach the Canadian Travel Market.
When Visit California wanted to to attract more Canadian visitors, DCI developed an experiential travel marketing strategy to generate buzz. Enlisting a famous climber, DCI launched a tourism marketing campaign that had Canadian media paying attention.
The Challenge
Visit California’s Dream Big destination marketing campaign was slow to make inroads into the Canadian travel market. The travel destination needed creative ideas for marketing efforts to generate media attention in order to reach Canadian travelers and get travel advisors looking its way. New thinking and out of the box solutions were the only way to create a memorable impact on the media, and consequently target audiences, through an innovative tourism marketing strategy.
The Solution
Always the purveyor of innovative ideas to promote tourism, DCI’s marketing plan linked California to the Canadian travel market. The agency brought climber and influencer Kevin Jorgeson to Canada, the first to scale The Dawn Wall in California’s Yosemite National Park, a popular tourist attraction. During the event, Jorgeson became the first to climb the Royal Ontario Museum’s crystal peaks, sparking a rush of media in the press and on social media platforms positioning California front and center to potential visitors.
The Results
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harnessing the power of social media marketing to showcase the climb as unique video content.
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social impressions on Facebook and Twitter.
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media impressions on broadcast, print and online outlets across Canada.
It has always been a big dream of mine to climb a big building. As folks who like to make dreams come true, Visit California and Development Counsellors International made it happen.
Professional Mountain Climber
