Visit California has hailed its first 24-hour takeover of Youtube a success, with the content earning more than 678,000 views since it launched on February 28. This equates to more than 900 days of watch time.
CEO Caroline Beteta explained to delegates at this year's International Pow Wow in Chicago that the state was ramping up its efforts with regards to digital marketing. She said: "The digital sphere has given us ability to layer very localized content underneath a broadcast message and deliver personalized messages."
The 24-hour takeover of YouTube was centred on the US, the UK, Australia, and Canada, and she said the project was so successful it would be rolled out globally.
"Every hour we launched authentic, real content about California," Beteta said. "It hit the sweet point in terms of our 25-54 demographic. It's amazing how viral this medium is."
Visit California spent two years undertaking a global research project, which inspired the Dream Big project. "We wanted to find the one experience that unites people coming to California - and it's dreaming. California has always been a magnet for dreamers and their dreams." The latest television adverts encourage visitors to Dream Big on their California holiday.
Beteta added that tourism spending in California grew 6% last year to $112 billion, and the state was making unprecedented investment in hotels, attractions and infrastructure.
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