PR Review: California Needs To Attract More French Tourists

maxresdefaultSteve’s breakdown: Cause the French don’t need water to bathe. (rim shot please)

Anyway, proposals are due January 18th and should be submitted to rfps@visitcalifornia.com. If you don’t have the RFP, use the same email.

SACRAMENTO, CA: Visit California, a privately funded nonprofit corporation, has issued a Request for Proposal (RFP) seeking a PR & Marketing firm located in France to promote California as a premier travel destination.  There is an $800,000 annual budget for this assignment. This seems like the ideal assignment for one of the large multi-national holding companies.

The California Travel and Tourism Commission is a private non-profit funded by companies that have an interest in promoting tourism to California. Visit California oversees the production of a variety of marketing activities, including on and offline advertising, visitor publications and maps, cooperative programs, public relations and travel trade programs – all designed to promote California to consumers, media and travel trade industry.  California is the leading visitor destination in the United States with more than $117 billion in travel and tourism related spending in 2014. This spending directly supported over one million jobs and generated $9.5 billion in state and local tax revenues.

The RFP wants to attract more French visitors to California and enhance the position of Visit California to key travel trade and media outlets in France, as well as manage Visit California’s French language assets, content creation and the like.  The RFP describes the need to use a variety of marketing channels that include public relations, travel trade, consumer website, social media, digital strategy and publications.

Media relations is important, with success in part being gauged by creation of “a public relations strategy that will focus on securing placements across broadcast, digital and print media channels and engaging digital influencers to reinforce California’s position as a dream destination and hotbed of innovation.”

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