Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.
Visit California understands the importance of stories and works closely with its industry partners to uncover unique stories and people in the destination. Finding these unique stories is a great opportunity for California to produce unique video content, as there is an abundance of authentic stories about the destination, its people and the unique California lifestyle.
For a destination like California, the challenge lies in how best to showcase the breadth of all that California has to offer, and tailoring content strategies to reach key audiences with the right messages.
Visit California recognise that consumer behaviour continues to change and with this in mind, aim to consistently develop deeper connections with consumers and brand identity. Consumers want brands to enrich their lives, inspiring, learning and being part of the brand.
This led Visit California to focus on “Brand Love”, which consists of three core elements:
Visit California as a brand focuses primarily on connecting and engaging with passion, a common theme for destinations trying to become more relevant in the changing digital landscape.
Using these three elements, Visit California is creating brand desire through their content and delivers this effectively across a plethora of key touchpoints, building micro-interactions throughout the visitor journey that Visit California consistently tweak and optimise to provide the best customer experience.
Each touchpoint is pivotal to creating a brand interaction, building a connection with both potential and existing visitors, and curated content is delivered across these channels through a very strong, Hero-Hub-Hygiene content strategy.
You can find out more about Visit California’s content engine and wider strategy, you can read the full case study here.
#DTTT Members can find out more about Visit California’s content engine and wider strategy, you can read the full case study here.
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