Content Marketing Campaign for Visit California
GLP partnered with Visit California on a destination-driven, character-based storytelling campaign to showcase California’s behind-the-scenes tourism experience.
Campaign Highlights
SPOTLIGHT ON LOCAL BUSINESSES
We distributed a successful trade business-to-business campaign for Visit California.
DIVERSE TOURIST OFFERINGS
We created an exciting new film series showcasing a diverse mix of travel industry leaders.
COMPELLING STORIES
The campaign highlights the power of the travel industry.
Details
Partner: Visit California
Location: California, United States
Key Themes: Hospitality | Wildlife Conservation | Food | Family Travel
CHALLENGE:
In a tourism industry experiencing unprecedented growth in California, the locals it employs provide the most compelling stories. Visit California partnered with GLP Films to produce a collection of stories showcasing the wide variety of local people employed in different segments of the tourism industry.
SOLUTION:
GLP produced a collection of five films and one trailer for Visit California that represented some of the diverse tourist offerings throughout the region focusing on the hospitality industry, food, wildlife conservation, and family travel. Examples of some of the incredible stories include a film on Peter and Nancy Lang (founders of SafariWest), PK Catalano (a master model builder at LEGOLAND), LaSheeda Perry (an executive chef at Beverly Wilshire Hotel), and Chandro Madrigal (the mastermind behind Sacremneto’s beloved taco craze).
Key Goals
SPOTLIGHT THE DIVERSE COMMUNITY OF ARTS, CREATIVES, AND ACTIVITIES IN CALIFORNIA.
CREATE A GLOBAL DISTRIBUTION CAMPAIGN FOR TRADE AND CONSUMERS, FOCUSING ON EUROPE, ASIA, AND NORTH AMERICA.
TARGET AND REACH HIGH-VALUE CONSUMERS IN ADVENTURE, LUXURY, SUSTAINABILITY, AND FOOD.
Video Storytelling
MEET CHANDO MADRIGAL: THE MASTERMIND BEHIND SACREMENTO’S BELOVED TACO CRAZE
Chando Madrigal thought he may open a tortilla factory someday. Now tourism has helped him build a Mexican food juggernaut in Sacramento that’s spearheaded the city’s authentic Tijuana-style taco craze. Finding his start on migrant farms and helping out in his father’s tortilla factory in Tijuana, Chando thanks his father for his culinary prowess and business skills. Today, his taco stand is a staple of Sacramento food culture, as are his five additional restaurants, two food trucks, and tortilla factory.
MEET MARIANNA DEL VALLE PRIETO CERVANTES: BILINGUAL PROGRAM SPECIALIST AT MONTEREY BAY AQUARIUM
When Mariana Del Valle Prieto Cervantes became a mother, tourism provided a foundation that led to a career in service. Becoming pregnant as a teenager, this 27-year-old Latina mother now serves as Monterey Bay Aquarium's only bilingual program manager. She not only develops programs to help Spanish-speaking guests enjoy the marine world but has also been at the forefront of developing programs to educate guests and the community at large about the harms of single-use plastics.
