Unlocking California's Hidden Gems
Visit California showcases its diverse beauty beyond its cities.
Introduction
Visit California is committed to showcasing its diverse beauty reaching beyond its bustling cities and distributing tourism across The Golden State. The Rural Tourism Development Program, a visionary initiative, was developed to serve as a beacon of collaboration, championing natural, cultural, and heritage tourism through dynamic marketing partnerships. To ensure representation and brand awareness across all of California, the program set out to unveil the untapped potential of its rural treasures.
Approach
The challenge was two-fold: to understand the pulse of the modern traveler and identify a compelling narrative that would draw them to the lesser-known destinations that dot the state's diverse geography.
Future Partners crafted a custom and immersive qualitative research study that delved into the minds of travelers. The core of the study focused on uncovering the perceptions, desires, and motivations of travelers from California's major statewide, domestic, and international feeder markets.
Through 60-minute in-depth interviews, a kaleidoscope of insights emerged. Future Partners' team of qualified researchers worked with Visit California to develop a questionnaire to understand travelers' mental landscapes, navigate their grasp of California's geography, understand lesser-known enclaves, thirst for information, and preferred marketing avenues.
Special to this project, we implemented a variety of testing methods including a digital whiteboard for sketching ideas, real-time website review, and print and video testing. Combining traditional and custom research, Future Partners provided Visit California with an activation plan for targeting travelers and enhancing its ability to draw travelers to California's hidden havens.
Impact
The insights from Future Partners did more than illuminate the traveler's mindset; it catalyzed a brand transformation for Visit California. Armed with newfound clarity, the organization's marketing team was able to craft a targeted plan to diversify, distribute, and extend trips to California.
Brand enhancements included reframing brand communications, identifying which content to magnify, and drawing travelers into the embrace of California's rustic charisma.
Future Partners can help your destination or travel brand explore branding to attract the right visitors, create memorable travel experiences, and maximize the value of travel in your community. Click below to discuss branding opportunities.