Sonoma County Tourism taps FINN Partners for strategic PR

FINN Partners has been named the public relations agency of record for Sonoma County Tourism (SCT). The partnership will focus on strategic media relations and storytelling that highlight Sonoma County’s breadth of experiences and its long-standing commitment to responsible destination stewardship.

Consumer Lifestyle & Sports Expertise

The account will be led by FINN’s Consumer Lifestyle & Sports group, which brings decades of collective experience building brands across travel and tourism, outdoor recreation, and wine.

With deep destination marketing expertise and specialized industry knowledge, the FINN team is uniquely positioned to support Sonoma County Tourism through an integrated approach that includes media relations, strategic partnerships, activations, and related initiatives.

Amplifying Sonoma County’s Unique Offerings

Missy Farren, Managing Partner, FINN Partners: "Sonoma County Tourism is a values-driven organization with a strong sense of place, and that place aligns perfectly with the experiential, conscious travel our Consumer Lifestyle & Sports clients represent. With our deep expertise supporting destinations and brands such as Visit Salt Lake, Travel Alberta, Marmot, and Protect Our Winters, we recognize the clear synergy. We’re excited to work closely with the SCT team to amplify Sonoma County’s unparalleled mix of outdoor offerings, stewardship-minded leadership, and world-class hospitality."

A Destination Beyond Wine

While Sonoma County is globally recognized for its wine, the destination offers exceptional depth and diversity. From the rugged Pacific coastline to towering redwood forests, the region is defined by charming small towns, farm-forward dining, and vibrant arts communities.

Rooted in nature, creativity, and connection, the area provides an unparalleled setting for outdoor pursuits such as hiking, cycling, and kayaking, alongside a dynamic food and wellness scene supported by local farms, producers, and restorative retreats. Sonoma County Tourism is recognized for its leadership in sustainability, accessibility, and inclusivity, and for positioning the destination as far more than a world-class wine region.

A world-renowned destination, Sonoma County has earned numerous awards and accolades from leading outlets, including U.S. News and World Report, Travel + Leisure, Forbes, and CNN, with recognition spanning adventure, romance, wellness, wine, and culinary excellence.

Claudia Vecchio, CEO, Sonoma County Tourism: "We are thrilled to partner with FINN Partners and leverage the expertise of their Consumer Lifestyle & Sports team. FINN brings deep travel experience, strong media relationships, and a strategic approach to destination PR. Together, we’re focused on sharing Sonoma County’s authentic story in a way that reflects our community and values, and connects with the modern, discerning traveler."

Next Steps for Media Outreach

FINN Partners and the Sonoma County Tourism team will begin media outreach immediately, continuing engagement with existing contacts while expanding visibility through targeted storytelling.

www.sonomacounty.com

www.finnpartners.com

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