California Tourism

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California Poppy Awards

Announcing the 2020 Poppy Awards Finalists

Best Overall Brand Identity (Less than $1 Million)

Bishop Chamber of Commerce and Visitors Bureau A Small Town with a BIG Backyard captures the close relationship between tight-knit local businesses and the 6 million surrounding acres of wilderness and outdoor recreation.

Visit Carmel-by-the-Sea creates a distinctive brand image that has succeeded at inspiring visitors to get away to a charming destination that seems straight out of a painting.

Visit Santa Maria Valley lets visitors know they're in for a change of pace, with easy, affordable access to California's central coast attractions — where above all else visitors are treated like family.

Best Overall Brand Identity ($1 Million to $8 Million)

Squaw Valley Alpine Meadows Make It Happen pairs top-tier accommodations and slopes with a fun and laid-back California flavor.

Visit SLO CAL Too Beautiful to Rush captured the diversity of its communities while communicating a potent singular message to visitors: Life is best when we slow down to spend quality time together doing the things we love.

Visit Laguna Beach California Original Since 1927 deploys naturalistic colors alongside nostalgic type and imagery to celebrate the city's long history, old-school attractions and seven miles of classic California coastline.

Best Overall Brand Identity ($8 Million and Up)

San Francisco Travel Association brand refresh new logo, designed around the unmistakable Golden Gate Bridge and featuring upward-slanting type that evokes a look to the future.

Greater Palm Springs Convention & Visitors Bureau Find Your Chill increases awareness of the region as a top-choice travel destination, including during the hot summer season.

San Diego Tourism Authority Something to Smile About broadened its image to include its eclectic urban neighborhoods, which have come into their own over the past decade.

Best Digital Campaign

North Lake Tahoe Visitor Bureaus It's Human Nature shows that North Lake Tahoe is not a single, unchanging place, but a new adventure in every season.

Visit Napa Valley Signature Blend/Crush That Meeting called on businesses to book or #CrushThatMeeting by showing the region as inspiring creativity and innovation.

San Francisco Travel Association Enjoy the Freedom to Create in San Francisco captures the city's culture of experimentation and speaks to the city's storied history of artistic risk-taking.

Best Social Media Campaign

Los Angeles Zoo K-Pop Mania Comes to the Los Angeles Zoo! with baby pudu deer.

Greater Palm Springs Convention & Visitors Bureau Summer Chill 2019 targets younger generations interested in wellness, arts and culture.

Mono County Tourism staff drove millions to social media and their official website with a viral video strategy to share GoPro, drone and other footage.

Best Influencer Campaign

Visit Napa Valley Serena & Lily Wine & Design highlights Napa Valley as a luxury-niche audience.

San Francisco Travel Association Golden Week appealed to Chinese travelers during the biggest Chinese national holiday.

Los Angeles Tourism & Convention Board Discover Sonam and Anand's LA partnered with Indian mega-influencer and actress to gain mindshare with the emerging Indian market.

Best Content Marketing Initiative

Explore Murrieta by the Abbi Agency shows off Murrieta as a hub for outdoor and culinary adventure, conveniently situated within Southern California wine country.

Boreal Mountain California Pop-Up Parks appealed to younger generations' fear of missing out by inviting influencers to pop-up snowboard and ski parks.

North Lake Tahoe Visitor Bureaus Treasures of Tahoe unveils specific, sometimes underrepresented activities throughout the year.

San Francisco Travel Association Why San Francisco Is So Delicious spread the word that the city is a culinary mecca.

Best Cooperative Marketing

San Diego Tourism Authority & San Francisco Travel Association Best of California marketing trips gained awareness with the Chinese market.

Mono County Tourism, Mammoth Lakes Tourism, Explore Inyo County, Bishop Area Chamber of Commerce & Visitors Bureau Eastern Sierra Fall Colors partnership capitalized on the area's lengthy fall colors season.

Visit Santa Barbara CHROMA: A Santa Barbara County Pop-Up Shop produced an Instagrammable pop-up shop to appear in a Los Angeles mall.

Best Public Relations Campaign - Destination

City of SLO Tourism Business Improvement District Money for a Rainy Day winter season $100 cash incentive.

Humboldt County Visitors Bureau Bigfoot capitalized on a popular local myth placing Bigfoot face in the popular Faceswap app and a spot in the Travel Channel's Legendary Locations show.

Los Angeles Tourism & Convention Board City of Angels Experience encouraged overnight visitation with a pop-up to Shanghai that gave a virtual experience of the city.

Best Public Relations Campaign - Business

Alisal Guest Ranch & Resort Turner House hired designer Nathan Turner to create a luxury suite for the ranch.

Balboa Bay Resort Lilly Pulitzer partnership promoted their waterfront location and new pool bar in key U.S. markets using staff donned in Lilly Pulitzer clothes, mixing Pulitzer-themed cocktails, and giving exclusive Pulitzer gifts to guests who booked a themed cabana.

San Francisco International Airport Year of the Pig featured famed therapy pig LiLou.

Terranea Resort Tenth Anniversary provided a bucket list off must-do activities on the resort and participation in conservation events related to the Palos Verdes coastline.


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