HOW BRAND USA PROMOTES California

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CA

Brand USA counts among its over 800 industry partners, including these California organizations:

37
Organizations and Partners
Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.
Beverly Hills Convention and Visitors Bureau
Big Bear Visitors Bureau
California Highway 1 Discovery Route
Cannery Row Company
Central Coast Tourism Council
Discover LA
Greater Palm Springs Convention and Visitors Bureau
High Sierra Visitors Council
Lake Tahoe Visitors Authority
LEGOLAND California Resorts
Mammoth Lakes Tourism
Mineta San Jose International Airport
Monterey County Convention and Visitors Bureau
NBC Universal Hollywood
Orange County Visitors Association
San Diego Tourism Authority
San Francisco Travel Association
San Jose Convention and Visitors Bureau
Shasta Cascade Wonderland Association
Sonoma County Tourism Bureau
South Coast Plaza
Tuolumne County Visitors Bureau
Ventura County Coast
Visit Anaheim
Visit Burbank
Visit California
Visit Huntington Beach
Visit Napa Valley
Visit Oakland
Visit Oxnard
Visit Redondo Beach
Visit Santa Cruz
Visit Tri Valley
Warner Brothers
West Hollywood Marketing and Visitors Bureau
Yosemite Madera County
Yosemite/Mariposa County
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Videos
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California

Travel TV & Film

Into America's Wild Trailer

United Stories

Riding Through California

Partner Testimonial

Tom Kiely, California

Hear the Music

West Hollywood, California

Hear the Music

Boogie Shoes: West Hollywood, California

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San Jose, California

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Ventura, California

Useful Links

Visit the USA

From its celebrated coastline to its broad heartland and granite Sierra peaks, California offers a...

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Programs & Opportunities

  1. Activation
  2. Content & Distribution
  3. Consumer Media
  4. Trade Focus

Brand USA Activation programs are consumer facing, cooperative marketing opportunities that include a booking component. Participants featured in these programs can expect to receive specific booking information and metrics upon completion of the marketing campaign.

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Programs
China Multi-Channel Spring 2020

Brand USA continues to stay ahead of the curve in China’s ever-evolving media landscape. In 2020, partners will benefit from exposure on leading social and booking platforms as well as through inflight entertainment systems on China’s local/regional airlines, reaching highly qualified Chinese travelers. This program will generate greater awareness of U.S. destinations and experiences among affluent Chinese consumers in tier 1 and 2 cities while they plan their Chinese New Year travel.

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Mexico Multi-Channel Spring 2020

Brand USA is pleased to offer a proven and effective Multi-Channel campaign that includes integrated content and exclusive talent and media placements in Mexico via leading brands.

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Expedia Affinity Program
Ongoing

The partnership with Brand USA and Expedia Group Media Solutions offers a variety of advertising solutions that help you reach the right audience at the right time with the right message. Achieve your marketing objectives while growing your return on investment with Expedia Group’s suite of innovative and proven advertising solutions.
 

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TripAdvisor Affinity Program
Ongoing

TripAdvisor delivers a significant opportunity for destinations and travel organizations to generate a global presence in 49 countries and 29 languages. The Brand USA program with TripAdvisor enables you to utilize all available targeting methods by domain, geographic region and IP address on TripAdvisor’s family of domains.

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Brand USA Content & Distribution programs are cooperative marketing opportunities that allow Brand USA and its partners to create and disseminate video and written content across various media channels.

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Programs
China Multi-Channel Spring 2020

Brand USA continues to stay ahead of the curve in China’s ever-evolving media landscape. In 2020, partners will benefit from exposure on leading social and booking platforms as well as through inflight entertainment systems on China’s local/regional airlines, reaching highly qualified Chinese travelers. This program will generate greater awareness of U.S. destinations and experiences among affluent Chinese consumers in tier 1 and 2 cities while they plan their Chinese New Year travel.

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Mexico Multi-Channel Spring 2020

Brand USA is pleased to offer a proven and effective Multi-Channel campaign that includes integrated content and exclusive talent and media placements in Mexico via leading brands.

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Video: Destination-At-A-Glance
Ongoing

The Destination-At-A-Glance series includes short, energetic and candid vignettes, each focusing on a single experience in your destination, and one teaser that provides an overview. Feature experiences such as craft brewing, local art galleries or other unique activities in your destination to inspire engagement and sharing.

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The Telegraph
Ongoing

The Telegraph offers Brand USA partners a multi-channel program that will reach millions of potential travelers through exposure in the UK’s number one quality news brand and travel publisher with audiences reaching internationally. The newsbrand’s readership relies on The Telegraph for travel inspiration that subsequently generates a spend of £21.8 billion spend on travel; 47% of all UK spend.

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Video: Distribution
Ongoing

Harness the power of Media IQ to generate views to your Visit the USA video content with this leading programmatic media-buying platform.

*Views Guaranteed for 15-second teaser cut. Video editing is not included in pricing and all videos must be converted to 15-second spots; conversion cost for your video is $2,100 per spot.

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Visit The USA Additional Traffic Generation
Ongoing

Generate qualified traffic to your Visit The USA content to expand consumer reach and engagement through Outbrain or Taboola , both leading content discovery platforms. Leverage Brand USA's investment across targeted distribution channels to amplify traffic from Brand USA-owned channels to deliver a 2-to-1 value.

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Brand USA Consumer Media programs are cooperative marketing opportunities run in partnership with leading international consumer media companies. They are B2C and generate awareness and interest in travel to the US.

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Programs
China Multi-Channel Spring 2020

Brand USA continues to stay ahead of the curve in China’s ever-evolving media landscape. In 2020, partners will benefit from exposure on leading social and booking platforms as well as through inflight entertainment systems on China’s local/regional airlines, reaching highly qualified Chinese travelers. This program will generate greater awareness of U.S. destinations and experiences among affluent Chinese consumers in tier 1 and 2 cities while they plan their Chinese New Year travel.

LEARN MORE
Mexico Multi-Channel Spring 2020

Brand USA is pleased to offer a proven and effective Multi-Channel campaign that includes integrated content and exclusive talent and media placements in Mexico via leading brands.

LEARN MORE
Visit The USA Additional Traffic Generation
Ongoing

Generate qualified traffic to your Visit The USA content to expand consumer reach and engagement through Outbrain or Taboola , both leading content discovery platforms. Leverage Brand USA's investment across targeted distribution channels to amplify traffic from Brand USA-owned channels to deliver a 2-to-1 value.

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JCDecaux (UK) Out of Home
Ongoing

JCDecaux is partnering with Brand USA to create custom, stand-alone destination campaigns in the United Kingdom dedicated to delivering the highest quality out-of-home (OOH) advertising solutions. Partners have the opportunity to participate in a highly customizable, dedicated campaign with a premier brand and substantial Brand USA support. Pairing with social can be an option with OOH at an incremental cost. 

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Expedia Affinity Program
Ongoing

The partnership with Brand USA and Expedia Group Media Solutions offers a variety of advertising solutions that help you reach the right audience at the right time with the right message. Achieve your marketing objectives while growing your return on investment with Expedia Group’s suite of innovative and proven advertising solutions.
 

LEARN MORE
Video: Distribution
Ongoing

Harness the power of Media IQ to generate views to your Visit the USA video content with this leading programmatic media-buying platform.

*Views Guaranteed for 15-second teaser cut. Video editing is not included in pricing and all videos must be converted to 15-second spots; conversion cost for your video is $2,100 per spot.

LEARN MORE

Brand USA Trade-Focused programs are cooperative marketing opportunities that are not just B2C, but also B2B. They reach the trade via media, events or PR channels, and may include a tour operator component.

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Programs
No Programs found for the current State Fact Sheet.

 

Inspiration Guide
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Discover California

Brand USA's 'Travel USA' Inspiration Guide helps U.S. destinations attract visitors from the most valuable international markets through a smart mix of online and print exposure.
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Brand USA Fiscal Year 2019 ROI Study by Oxford Economics

Brand USA Fiscal Year 2019 ROI Study by Oxford Economics

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Brand USA partners with California to market the state to international visitors with programs in four broad categories: the USA campaigns, cooperative marketing, traveltrade initiatives, and media relations that promote the entirety of the USA to, through, and beyond the gateways throughout the world!
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