Visit California Dives Deep Into Traveler Profiles With New Strategic Marketing Plan
Photo Credit: Visit California's hero mom target customer is connected, value-driven and wants to know what's trendy. Visit California
Skift Take
The shift from analyzing target customer demographics to consumer psychographics is taken to a new level with this strategic marketing and communications plan.
Last month, Visit California launched its 226-page Dream Big Dividend Work Plan for the 2015/2016 fiscal year, constituting the most comprehensive marketing, communications, and operational strategy framework for the organization to date.
The breadth of the strategy roadmap is the result of Visit California's Dream Big Dividend initiative last year. In a statewide vote, tourism industry stakeholders approved a large jump in funding for the destination marketing organization (DMO) to $100 million per annum. In comparison, the 2013/14 budget allotted $50 million, well behind Las Vegas, Florida, New York, and Orlando at the time.
The Visit California Work Plan outlines how the DMO should spend that $100 million.
Due to the scope of this report, it would require a whole series of posts to deconstruct its deliverables. For our purposes here, we're looking solely at how Visit California breaks down consumer target audience demographics and psychographic profiles. For referen
