Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? To enhance promotion of its luxury travel offerings, Visit California sought to target an affluent market via a partnership with a premier non-travel endemic luxury brand. Sights were set on Saks Fifth Avenue, one of the world’s most respected retailers whose customers have both means (average household income $250k+) and desire to travel (77%). The Visit California + Saks Fifth Avenue partnership inserted California and four of its upscale partner destinations (Greater Palm Springs, Napa Valley, West Hollywood and Newport Beach) directly into the consciousness of Saks’ audience. While prior partnerships have seen brands take over Saks’ iconic display windows, this campaign was designed as a robust multi-channel program. Held both in and out-of-store, the partnership combined a consumer experience, media relations, social media engagement, digital marketing and more, which the Agency coordinated from concept through execution. Highlights included: - In-destination photo shoots across partner destinations that were featured in the Spring Fashion Book, which included a 24-page fashion spread and two-page advertorial. - Six branded window displays running along the high foot traffic corner of 5th Ave. and 49th St. Taking place in February, this opportunity showcased the Golden State’s endless summer contrasted against winter in New York. - Two in-store events kicking off the release of the Spring Fashion Book. One event for a media/influencer audience and one for consumers. - In-store visual displays and signage. - Inclusion in Saks Fifth Avenue customer emails and social media mentions. - Content from the Spring Fashion Guide to use on Visit California’s owned channels - blog and social media. - Amplification of the campaign through secured media and social influencer content. The audience was a mix of luxury consumers with a high propensity for travel and domestic media and influencers that cover travel, lifestyle, fashion and travel trade.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The program met its goal of reaching an affluent consumer audience that enjoys traveling to showcase the abundant offerings of California as a whole, as well as spotlight four of its upscale destinations. This was achieved through a mix of direct-to-consumer initiatives, as well as media and influencer outreach, which was measured via KPIs below. - Number of media and influencer event attendees - Social media impressions and engagement - Media placements and impressions - Consumer impressions Results obtained: 1. 30 top-tier media and influencers attended the exclusive, invite-only California-themed media event 2. Event attendees posted 24 Instagram stories resulting in 43,304 impressions 3. Hosted one media and three social media influencers on in-destination trips that mirrored the Spring Fashion Book editorial resulting in 245 social media posts and Instagram stories and two blog posts resulting in 29,606 engagements and 1,354,310 impressions. Due to the pandemic taking hold shortly after, earned media placements were postponed as travel was discouraged. 4. Spring Fashion Book was distributed directly to 400K consumers with an additional 20K distributed through Saks Fifth Avenue locations. Additionally, 1.5M targeted emails were distributed with a direct link to the online version. The window display garnered more than 25.2M impressions over the two week period. The consumer event was promoted through an events newsletter reaching 405K New York-based customers and an additional 2.8M customers were sent a Visit California-branded email. 5. Total impressions were 31,722,614 for a ROI that cost $.012 per impression.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleCalifornia’s Golden Style Takes Over NYC at Saks Fifth Avenue

DivisionPublic Relations - MARKETING PROGRAM - Consumer

CategoryPublic Relations