GALE lands Visit California ad account

The appointment marks the first change to Visit California's core brand agency in more than 20 years

GALE has been appointed global brand advertising agency of record for Visit California following a competitive procurement process. The agency will oversee brand strategy, creative and media for the tourism organisation's international marketing activities.

The appointment marks the first change to Visit California's core brand agency in more than 20 years. GALE will support campaigns targeting audiences across 14 international markets, providing services including strategy, data analytics, creative, production, technology and media.

Agency to lead global marketing

Visit California manages annual media investments of approximately $55 million to promote the state as a travel destination. The industry-funded organisation is governed by a board of directors representing California's tourism sector and is not funded by taxpayers.

Caroline Beteta, President & CEO, Visit California: "Travel and tourism is one of California’s most powerful economic engines, and the responsibility of marketing it to the world is one Visit California doesn’t take lightly. After an extensive search, GALE stood out for its proven track record, sophistication to operate at global scale and a business intelligence approach that major consumer brands and commodity boards rely on to drive real results. This partnership is about building on a platform that has made California one of the most recognizable destinations on earth and equipping it with the tools and thinking to lead into a new era."

Partnership begins after agency review

GALE will provide an integrated offering spanning brand and business strategy, creative development, media planning and buying, production, technology and analytics as part of the assignment.

Andrew Noel, CEO, GALE: "California’s tourism offering has a great story, and we’re excited to tell it with the precision and creativity necessary to drive real connection in today’s marketing landscape. We look forward to working with Visit California to bring innovative approaches to capture attention and demand, and help even more visitors experience everything California has to offer."

www.visitcalifornia.com

www.gale.agency

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