Visit California Positions Itself as the Birthplace of Modern Luxury Travel
Photo Credit: Organic juice company founder Annie Lawless is profiled in Visit California's new "Golden State of Luxury" trade campaign. Visit California
Skift Take
Visit California developed an integrated research and content framework to support its travel and media partners' ability to better engage luxury consumers than it can do alone on its own brand.com website and paid marketing platforms.
Visit California just released a new comprehensive strategy paper and branded content platform designed to engage next-generation "Super Affluent" travelers with a household income north of $250,000.
The destination marketing initiative, called "California: The Golden State of Luxury," was rolled out at the International Luxury Travel Market (ILTM) this week in Cannes with a new video produced specifically for travel industry members.
The thrust of the business-to-business branding mission promotes California's version of what it calls "laid-back luxury." It's an evolving definition of luxury championing aspirational and healthy travel experiences revolving around local food, outdoor experiences, and luxury resorts and spas, but without the pretense and showy hubris often associated with the luxury segment.
The introduction of the Golden State of Luxury research paper states: "Compared to the luxury goods product category, destinations appear less likely to create d
