Category:
Event, Organizing, Media, Trade

Visit California

Click to see video from the event

OBJECTIVES

Following the success of our first Club California Nordics event in 2024, we hosted our second event in April 2025, welcoming five partners from California and over 70 guests consisting of travel trade and media. This year, the event was perfectly aligned with the launch of Visit California’s new road trip campaign, Playful Journeys — a $12.6 million global paid media initiative that debuted on March 3, 2025, and is projected to generate over 691 million impressions. This time, Club California provided the ideal platform to introduce this exciting campaign to the Nordic travel trade and media.

SOLUTION

To create the best possible setting for our media and travel trade guests, we divided the event into two parts. A lunch event for media/influencers, followed by a dinner for the travel trade. This format provided better opportunities for our partners to connect with each group.

Both the lunch and dinner event consisted of presentations by Visit California Nordics, the partners which included Visit Santa Cruz County, See Monterey, Yosemite Mariposa County, San Diego Tourism and San Diego Zoo, networking and a prize draw.

RESULTS

With a satisfaction rate of 5 out of 5 from both media and trade following the events, it’s clear that the format and content resonated with our guests. In the post survey the guests mentioned that the partner presentations were highly educational and that the event was overall useful and inspirational.