Visit California Newsletter Redesign

Our goal was to keep California top-of-mind from planning to booking and provide ideas and insights on California’s vast array of travel options to encourage longer and more frequent visits.  California’s economy is the largest in the United States. If it were a sovereign country, it’d be the fifth largest in the world. That meant our target audience was massive — in California and beyond.  

After being cooped up during covid, the idea of an exotic (maybe even glamorous) adventure right here in the U.S. was extraordinarily enticing. 

  A new template and engaging campaign were created for the VisitCalifornia.com’s marketing team. It gave them the flexibility to build different newsletter types, dedicated advertisements and in-state newsletters.  

A “Road Trip” theme was the main creative driver of the campaign. The visuals drew in readers with the spectacular and diverse beauty of California — leaning toward road trip themed scenery and setups. The copy is as bright and cheerful as a California day. It conjures daydreams of adventure, exudes optimism, relaxation and promises unparalleled hospitality.  

  The combination of a creative upgrade and the activation of specific audience segments via personalization paid off in a huge way when it came to drawing people back to The Golden State — including a 162%+ lift in open rates. 

   See full entry and results on landing page provided.