Visit California Gets Into Content Marketing with 24-Hour YouTube Takeover
Photo Credit: Visit California's Dream365 Project features branded content. YouTube / Visit California
Skift Take
Content is king and tourism marketers are realizing that giving travelers a place to dream about, even before they are ready to book, is key building a brand and relationship with future visitors.
Visit California is taking over YouTube for the next 24 hours.
The state tourism board is making its first foray into content marketing with a 24-hour ad takeover of YouTube in the U.S., UK, Australia, and Canada. Every hour a different video highlighting the state's 'dream big' brand will be featured.
The takeover is part of a larger $3.7 million project, a new website called Dream365, which will feature branded video, photography, and text that speaks to California's lifestyle and attracti
