PROJECT
Visit California
47 campaigns consolidated. $375K+ in content costs recovered. Engagement up 34%.
47 → 37
Campaigns consolidated
34%
Engagement increase
$375k+
Content cost reduction
CLIENT
Visit California
ENGAGEMENT
Focus Blueprint
SCOPE
Campaign Portfolio
OUTCOME
47 campaigns to 37
About Visit California
Visit California operates at a scale most tourism boards never see: international markets, domestic campaigns, and a content ecosystem spanning dozens of regions. The challenge wasn’t effort or budget. It was that 47 active campaigns were pulling in too many directions at once.
01
The Opportunity
Statewide impact is hard to demonstrate when the story is fragmented across 47 campaigns, each with its own narrative and definition of success. The board wanted results that spoke to California as a destination, and internally the team was stretched managing the volume. The work was good. There was just too much of it.
02
What We Did
Audited all 47 campaigns against one question: does this connect to how travelers actually decide to visit California? Most didn’t survive that test. Consolidated to 37 built around fewer, stronger visitor journeys, and gave the team a framework they could execute against without starting from scratch every cycle.
03
The Impact
Down to 37 campaigns, engagement up 34%, and over $375K in content costs recovered through consolidation and asset reuse. The team had one clear framework instead of 47 competing definitions of success.
04