Times Media in California tourism deal

by Media Week Media Week 01-Apr-08, 09:00

California Tourism has signed a six-figure ad deal with Times Media to promote the US state as a summer destination for UK holidaymakers.

The campaign, running from 6 April to the end of July, aims to entice UK visitors by highlighting California's scenery such as waterfalls in Yosemite National Park and beaches in San Diego. It spans both The Times and The Sunday Times, with a competition offering the prize of a £10,000 holiday to California.

The campaign will also feature online activity across Times Media websites, with an interactive map highlighting information on all 12 regions of California. In addition, a calendar on Times Media sites will detail summer events throughout the state. Aegis' Edinburgh-based media agency Feather Brooksbank brokered the deal.

California Tourism is the UK and Ireland arm of California Travel and Tourism Commission, a non-profit organisation that promotes the state around the world. It estimates California's tourism industry is worth $93.8bn (£47.1bn) annually.