California Tourism stages review

California Tourism is reviewing its UK PR strategy, putting two-year incumbent McCluskey International’s hold on the account under threat.

The US state pitches itself as ‘the land of golden opportunities’, and the account focuses on the trade sector, promoting the state to tour operators.

McCluskey director James Allen said the review was part of a statutory requirement every five years, and that the agency was ‘confident of retaining the contract’.

The London-based firm also handles trade marketing for the state, and is the first point of call in the UK for trade and press enquiries.

California Tourism dropped First PR in 2004 as part of Governor Arnold Schwarzenegger’s drive to cut the state’s budget deficit. At the time, the contract had an annual budget of around £120,000. A decision is due in mid-June.
The agency’s work includes press surrounding films such as Sideways, which was filmed in California.

The state is also home to film hot-spot Los Angeles and Yosemite National Park.

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