Visit California taps Lucas to target public officials

The state tourism organization brought on Lucas Public Affairs to impress upon public officials the importance of California's travel and tourism industry.

SACRAMENTO, CA: Visit California has hired Lucas Public Affairs to raise awareness among elected officials about why the state's travel industry matters.

The state tourism organization also hopes the firm will position travel and tourism's overall image through the media and other venues.

Lucas beat two other firms for the contract following a competitive RFP process, according to Brian Wright, senior director of communications at Visit California.

“Lucas' strategic plan was much stronger than the other proposals,” Wright said.

Perry Communications Group had the contract for a two-year period that ended in June 2012. After a year without a firm, Visit California released an RFP, to which Imprenta, Lucas, and Halldin Public Relations responded.

Kassy Perry, president and CEO of the incumbent firm, confirmed that she chose not to rebid for the work and wished Lucas the best as it takes on the account.

“Simply put, we yield results and know what will resonate most with their target audience,” said Donna Lucas, CEO and president of the eponymous firm, on why she felt her agency won the account. “Our experience in California's political and policy arena, strong strategic abilities, informed insights, and long-standing high-profile relationships with key players connected to California's Capitol arena is unmatched.”

The firm has a one-year contract with a budget of $110,000. The deal also includes two option years.

Last year, Visit California re-hired Development Counsellors International to promote the state as a premiere travel destination to US and Canadian consumers.

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