Black Diamond Trade - a London agency known for working in the film and extreme sports sectors - has promoted skiing in the state before. It has now been briefed by California Tourism to run consumer campaigns targeting youth.
"We want people to associate California with fantastic holidays from as early an age as possible, and are particularly keen to target the affluent female market," said director Russell Palmer.
"Media relations programmes will target glossy lifestyle pages and music titles as well as the nationals," he added.
McCluskey director James Allen said the agency, which repitched after a statutory five-year review (PRWeek, 26 May), was disappointed to have lost out.
McCluskey brought the Ski California campaign, featuring governor Arnold Schwarzenegger, to the UK, and worked with the film industry to take advantage of publicity generated by movies such as Sideways and Just Like Heaven. Both movies were filmed in the state, which contains attractions such as the Napa wine region, Yosemite National Park and the Big Sur coastline.
Discover New England, which represents the six most eastern states in the US, has appointed Surrey-based Beth Cooper PR to handle its UK PR. The states include Connecticut, Massachusetts and Rhode Island.