California Tourism

Objectives:

California Tourism wanted to encourage awareness of what the State has to offer, dispelling the view that all people visit for is the beaches and the sunshine.
 

Solution:

The Times/The Sunday Times/Times Online developed "Totally California" - a cross platform solution across in-paper and online to give readers the chance to learn all about the wider appeal of visiting California.

 

Using themed advertorials and co-brands in paper, and an interactive map and timeline, readers had the chance to gain an insight into California, research areas of interest that they could visit, and view events that would be taking place during their stay.

 

They were also given the chance to win one of four exclusive holidays tailor made to suit each of the targeted audiences from a skiing break to a tour of the wine country.
 

Results:

  • The competition had 10,881 entries, and the Microsite achieved 102,417 page impressions with 58,008 unique users over 3 months.
  • High recall levels across the campaign, 29% recall having seen California co-brands, 32% recall having seen California advertorials and 50% found the advertorials interesting.
  • After seeing the advertising, almost 1 in 3 are likely to consider California as a holiday destination and 23% of 45+ audience.