SACRAMENTO, CA: After a competitive bid process, the California Travel & Tourism Commission (CTTC) has chosen Allison & Partners to promote its 2011 “Royal Summer” campaign
Centered around the message “Three Days isn't Enough,” the campaign has been designed to increase travel and tourism throughout California in correlation with the royal couple's upcoming visit to the state.
“We think this is an opportunity to put the global spotlight on California and the diversity of destinations in the state,” said Jennifer Sweeney, PR manager of CTTC.
According to Sweeney, Allison & Partners was selected because of its ability to demonstrate creativity, strategic thinking, and brand understanding. The agency's team of consumer and tourism specialists will be responsible for short-term promotions, such as connecting with media outlets and creating buzz before and after the Duke and Duchess' visit.
“Whether you live in California or you've never visited or you've been here before, there are so many places across the state to experience what California has to offer,” said Dawn Wilcox, Allison & Partners' GM of the Los Angeles office. “We really want to use the visit from the Royals to highlight what California can give to all tourists and travelers.”
The CTTC has a number of plans for the campaign, including a consumer sweepstakes in the US, the UK, and Australia to win a royal California holiday, as well as a variety of summer packages for travelers, tourists, and shoppers to experience royal California on any budget.
On Friday, July 8, Allison & Partners will kick off the campaign with “Royal Tea” events in 20 different locations throughout San Francisco and Los Angeles. The statewide tea toast, with tea provided by The Coffee Bean & Tea Leaf, will be a way of welcoming the royal couple to California.
The CTTC will be running another campaign in the fall, but the PR agency chosen to help with the promotions will be incumbent firm DCI.