Poppy Awards

Honoring the California tourism industry's successes

March 11, 2026

The Poppy Awards celebrate the best and brightest in California tourism promotion. This year, Visit California received 167 entries from destinations and tourism partners across the state, each showcasing the creativity, innovation and collaboration that drive our industry forward. Finalists represent standout achievements in marketing, storytelling and destination stewardship, with winners to be announced at the biennial Poppy Awards Gala on March 11 during Outlook Forum.

Poppy Awards Finalists

Brand Advertising ($1 million and up) recognizes large-scale paid media campaigns that successfully amplified and reinforced a destination or business brand through strategic, creative execution. Honored entries clearly articulate a unique brand promise, demonstrate strong integration across paid channels, and deliver measurable results by engaging target audiences and driving positive business outcomes at scale.
Aquarium of the Pacific
FROGS: Facing a Changing World
FROGS: Facing a Changing World promoted the aquarium’s new amphibian exhibit through a bilingual, multi-channel media strategy that highlighted frog diversity, conservation challenges and the aquarium’s leadership in education and preservation. The objective was to drive exhibit visitation and overall attendance while raising awareness of amphibian extinction risks, engaging diverse audiences and inspiring public participation in conservation efforts.
Judges selected it as a finalist for its clear objectives, strong bilingual and multi-channel execution, and measurable gains in visitation, awareness and digital conversions that effectively advanced the Aquarium’s educational and conservation mission.

Los Angeles Tourism & Convention Board
We Love LA
The We Love LA campaign launched a unifying, emotionally driven message that celebrated Los Angeles’ diversity, resilience, and cultural influence while inviting the world to rediscover the city. Through integrated global media, high-profile cultural moments and authentic Angeleno storytelling, the campaign exceeded reach and engagement goals, shifted perceptions and reinforced LA’s position as a premier global destination ahead of major upcoming mega-events.
Judges selected it as a finalist for its timely, emotionally resonant recovery message that unified residents and visitors alike, paired with sophisticated global targeting and exceptional performance that successfully restored confidence in Los Angeles as a welcoming, world-class destination.
San Diego Zoo Wildlife Alliance
San Diego Zoo ‘Pandas Are Coming’ Brand Campaign
Pandas Are Coming transformed the return of giant pandas to the San Diego Zoo into a global, emotionally driven cultural moment, using bold storytelling, nostalgia and multi-channel execution to invite audiences to be part of a shared celebration and conservation mission. The campaign successfully drove record-breaking attendance, membership sign-ups and unprecedented earned and owned media reach, reinforcing the zoo’s role in protecting biodiversity while turning excitement into action.
Judges selected it as a finalist for transforming the return of giant pandas into a joyful, globally resonant cultural moment that seamlessly blended pop culture, emotional storytelling and conservation purpose while delivering record-breaking attendance and media impact.

San Diego Zoo Wildlife Alliance
San Diego Zoo Safari Park ‘Join the Herd’ Brand Campaign
Join the Herd repositioned the San Diego Zoo Safari Park as a distinct, must-visit destination by tapping into the insight that children need to reconnect with nature through play, adventure and immersive wildlife experiences. Through a full-funnel, high-impact campaign, it increased awareness, reinforced conservation purpose and drove urgency to visit, delivering strong gains in brand recognition, engagement and intent to attend.
Judges selected it as a finalist for its culturally relevant insight that reframed conservation through the lens of family play and connection to nature, paired with clear objectives, emotionally resonant storytelling and strong full-funnel results that lifted awareness and intent to visit the Safari Park.

Universal Studios Hollywood
Universal Fan Fest Nights (2025, Inaugural Event)
The Universal Fan Fest Nights 2025 campaign launched a bold, after-hours event at Universal Studios Hollywood that united sci-fi, fantasy, gaming and anime fandoms through immersive, fan-first experiences under the theme “Really Go There.” Powered by a full-funnel media strategy, the campaign drove strong awareness, engagement and ticket sales, delivering record-setting attendance, top guest satisfaction scores and significant growth across social, email, web traffic and media reach.
Judges selected it as a finalist for successfully launching a first-year, fandom-driven event that translated iconic franchises into immersive, fan-first experiences, delivering standout attendance, engagement and media performance while demonstrating strong cultural relevance and growth potential.

Visit Greater Palm Springs
Escape Your Ordinary
Escape Your Ordinary reintroduced Greater Palm Springs with a bold, surreal creative approach designed to reposition the destination beyond a traditional sunny escape. Through highly targeted, multi-channel execution, the campaign translated imaginative storytelling into strong awareness, visitation and extended-stay results.
Judges selected it as a finalist for its visually distinctive creative that successfully repositioned Greater Palm Springs, paired with smart audience targeting and clear, data-backed results that drove meaningful increases in visitation and length of stay.

Visit Napa Valley
Cheers, The Good Life: How Napa Valley Redefined Luxury for All
Cheers, The Good Life campaign repositioned Napa Valley by redefining luxury as time well spent, presenting the destination as both world-class and welcoming to a new generation of aspirational travelers. Through a fully integrated paid, owned and earned strategy, the campaign strengthened Napa’s leadership, broadened its appeal and drove significant gains in visitation, spending and record-breaking tourism revenue.
Judges selected it as a finalist for its polished, cohesive redefinition of Napa Valley’s luxury brand that balanced aspiration and accessibility, delivering strong economic results while successfully modernizing perceptions for a new generation of travelers.

Visit Newport Beach
Five Seasons of Newport Beach
The Five Seasons of Newport Beach campaign reintroduced the destination as a year-round luxury lifestyle brand through five distinct, fashion-inspired seasonal “collections” that reflected cultural trends and traveler segments. Executed entirely in-house, the omni-channel platform delivered standout awareness, engagement and economic impact, proving that a cohesive luxury brand approach could drive both cachet and visitation at scale.
Judges selected it as a finalist for its sophisticated, fashion-inspired approach that cohesively elevated the destination into a year-round luxury lifestyle brand, pairing polished creative with clear objectives and strong, measurable economic impact.
Brand Advertising (under $1 million) recognizes highly effective paid media campaigns that maximized impact through smart strategy, creative execution and efficient use of budget. Honored entries clearly communicate a destination or business’s unique brand promise, integrate the brand seamlessly across paid channels and demonstrate measurable success in engaging audiences and driving meaningful business outcomes.
Belmont Park
100 Days of Belmont at Belmont Park
The 100 Days of Belmont campaign marked Belmont Park’s centennial with a summer-long, community-driven celebration that combined nostalgic storytelling, high-impact promotions, and a fully integrated marketing strategy. The effort drove strong awareness, engagement and record-setting gains in revenue, ridership and media coverage while uniting longtime fans and new visitors around 100 years of Belmont Park history.
Judges selected it as a finalist for its clearly defined objectives, inventive multi-channel execution that extended beyond digital, and exceptionally strong engagement and revenue results, recognizing it as a highly successful, well-executed centennial activation with standout performance metrics.

The Broad
10 Years of The Broad. 10 Years of You.
The 10 Years of The Broad. 10 Years of You campaign marked the museum’s tenth anniversary by spotlighting real visitor stories that show how art brings people together and creates meaningful shared experiences. Through a mix of digital storytelling, targeted advertising and citywide billboards, the campaign positioned The Broad as an inclusive, welcoming place to connect, celebrate relationships and be inspired to visit with loved ones.
Judges selected it as a finalist for its emotionally resonant creative and clear, human-centered storytelling that thoughtfully celebrated The Broad’s milestone, recognizing the campaign’s strong messaging.

The San Francisco Peninsula
The San Francisco Peninsula: It’s Kind of Wild
The It’s Kind of Wild campaign launched a new destination brand for The San Francisco Peninsula, reframing it as a surprising blend of untamed nature and urban sophistication to overcome low awareness and confusion with San Francisco. Through smart, budget-efficient media and adaptable creative, the campaign drove strong awareness, engagement and referrals for both leisure travel and meetings, proving the Peninsula’s value as a distinct and flexible destination.
Judges selected it as a finalist for its clear objectives, strong audience definition and strategically aligned tactics that delivered outstanding engagement and business results, paired with a distinctive, creatively executed brand platform that worked seamlessly across both leisure and meetings audiences.

Visit Oxnard
Visit Oxnard Brand Refresh: “A Beat Apart”
A Beat Apart repositioned Visit Oxnard by embracing the city’s authentic rhythm and cultural identity, transforming its underdog status into a bold brand anthem rooted in Mexican American heritage, music and local pride. Fueled by real community voices, a custom soundtrack and smart, budget-efficient media, the campaign reintroduced Oxnard as a culturally rich, approachable coastal destination while delivering standout engagement and performance results.
Judges selected it as a finalist for its authentic, culturally driven brand storytelling that clearly captured the heart of Oxnard, paired with measurable goals, integrated execution and strong engagement that proved the campaign’s impact.
Visit San Luis Obispo
Visit San Luis Obispo: SLO Life Coach
The SLO Life Coach campaign refreshed Visit San Luis Obispo’s brand by introducing a witty, personality-driven guide that replaced generic scenic advertising with relatable “SLO Life Tips” showing how the city feels to experience. Launched through an integrated, full-funnel media strategy, the campaign differentiated San Luis Obispo in a crowded market while driving strong gains in awareness, engagement, partner referrals and long-term brand impact.
Judges selected it as a finalist for its distinctive, personality-driven creative paired with a smart, multi-platform media strategy that delivered strong results and built a scalable asset library, all while clearly reinforcing and elevating the destination’s core brand message.
This category recognizes standout content marketing initiatives that break through the noise by delivering authentic, engaging storytelling across owned and shared channels. Entries should highlight clear goals, target audiences, platforms, distribution strategy and measurable results, including year-over-year growth, showcasing how content effectively supported broader business or destination objectives.
Gilroy Gardens Family Theme Park
Uniquely Natural, Uniquely Fun
Uniquely Natural, Uniquely Fun positioned Gilroy Gardens as more than a theme park by highlighting how play, learning and discovery come together through educational attractions and nature-based experiences for families. Driven by video-first social storytelling across TikTok, Instagram and Facebook, the campaign exceeded awareness, reach and engagement goals while efficiently growing traffic and digital audiences.
Judges selected it as a finalist for its strong understanding of platform-specific storytelling, engaging and well-tailored video content and creative use of gamification, which together drove impressive follower growth and overall performance while authentically highlighting what makes the park unique.

Mendocino Railway
The “Whizzle Stop”: The Swankiest Restroom on Rails
The Whizzle Stop campaign turned a simple restroom upgrade on Mendocino Railway’s Skunk Train into a buzzworthy, humor-driven story by branding it as “the swankiest restroom on rails.” Through parody-led video, playful public relations and cross-platform amplification, the campaign refreshed brand relevance, drove standout engagement and awareness, and reinforced the Skunk Train’s reputation as a creative, guest-focused destination.
Judges selected it as a finalist for its clever use of humor to turn an unexpected, relatable topic into a highly shareable awareness driver, pairing nostalgic creativity with strong results achieved on a modest budget.

San Diego Tourism Authority
Portraits of San Diego: A Culture of Happiness
The Portraits of San Diego campaign launched the destination’s evolution from happiness to optimism by partnering with National Geographic to tell authentic, human-centered stories that reflect San Diego’s culture, biodiversity and people. Through cinematic content, editorial storytelling and immersive experiences, the campaign elevated brand perception, strengthened emotional connection and significantly increased travel intent and consideration.
Judges selected it as a finalist for its smart, high-quality execution and strong storytelling, amplified by a natural National Geographic partnership that meaningfully shifted brand perception and increased intent to visit.

SIXT Rent a Car LLC
SIXT "Undercover Laker" Program with Lakers Legend James Worthy
SIXT’s Undercover at SIXT campaign surprised LAX customers by having Lakers legend James Worthy go undercover as a rental agent, turning a routine transaction into a memorable, premium brand experience. The activation leveraged SIXT’s Lakers partnership to create highly shareable social content that drove strong awareness and engagement, generating more than 1.9 million views and over 32,000 interactions.
Judges selected it as a finalist for its fun, original use of the Lakers partnership to create a surprise-and-delight experience that felt fresh, culturally relevant and highly shareable, delivering strong engagement through a lively and well-executed activation.

Visit Oceanside
Swell Plates Series
Swell Plates transformed Oceanside’s dining scene into a content-rich storytelling platform, pairing chef-created dishes with narratives tied to the city’s farms, harbor, arts and culture during California Restaurant Month. Through partnerships, influencer amplification and a gamified passport program, the campaign drove engagement, shoulder-season visitation and lasting culinary brand value while establishing an evergreen model for future activations.
Judges selected it as a finalist for its strong, human-centered culinary storytelling that connected chefs to Oceanside’s culture, farms and arts, successfully driving off-season visitation and engagement.

Visit San Luis Obispo
Visit San Luis Obispo: The MidWeekend Campaign
MidWeekend repositioned San Luis Obispo as a destination where Sunday through Thursday feels like the weekend, using a content-first strategy to shift demand away from peak periods and promote more sustainable, midweek travel. What began as a limited-time incentive evolved into an evergreen brand platform, driving strong midweek bookings, growing awareness and owned audiences and supporting year-round economic balance for the visitor economy.
Judges selected it as a finalist for its smart, content-led solution to a clear market need, pairing a highly ownable creative concept with seamless paid, owned and earned integration that successfully moved travelers from inspiration to booking and delivered strong, measurable results.
This category honors effective influencer marketing campaigns that use authentic storytelling and trusted voices to amplify a destination or brand. Entries may feature influencers of any size and can target niche or broad audiences, with judges evaluating how well creator content, endorsements, and integrated public relations tactics drove engagement, awareness and measurable impact.
Mendocino Railway
All Aboard Creators: Influencer Partnerships Across Mendocino Railway
All Aboard Creators was a large-scale influencer program that amplified Mendocino Railway’s Skunk Train, River Fox Train and Sunburst Railbikes through authentic, creator-led storytelling. By partnering with more than 150 influencers and repurposing top-performing content, the campaign drove massive awareness, strong engagement and measurable ticket sales while building an evergreen content library and scalable model for future campaigns.
Judges selected it as a finalist for its large-scale influencer strategy that delivered over 20 million views, broad audience reach across multiple traveler types and measurable ticket sales through affiliate links, while successfully positioning Mendocino Railway as an inclusive, experience-driven destination.
Murrieta Hot Springs Resort
OSEA x Murrieta Hot Springs: Reviving History Through Wellness
The Murrieta Hot Springs x OSEA influencer campaign celebrated the reopening of the historic property by blending heritage storytelling with modern wellness through an immersive, three-day creator experience. By partnering with a values-aligned California brand and amplifying authentic influencer content, the campaign elevated Murrieta and Temecula Valley as a premier wellness destination while driving strong awareness, engagement and early visitation.
Judges selected it as a finalist for its organic, highly aligned brand partnership that authentically celebrated the property’s reopening, generated exceptional content and reach, and directly translated influencer storytelling into bookings and strong audience engagement.
Pacifica Hotels
Pacifica Hotels Content Creator Program
The Pacifica Hotels Content Creator Program is a relationship-driven influencer initiative that partners with creators through exchange stays to generate authentic, high-quality content across Pacifica’s portfolio while eliminating traditional production costs. By building long-term creator relationships and repurposing thousands of user-generated content assets across channels, the program has scaled awareness, engagement and reach while creating a sustainable, evergreen content pipeline.
Judges selected it as a finalist for its impressive ambassador-style approach, leveraging trade-only creator partnerships to generate high volumes of user-generated content, showcase multiple properties through creative itineraries and deliver strong, measurable results across the portfolio.

Visit Carlsbad
“Meet Me at The Flower Fields” Modern Day Pen-Pal Campaign
Meet Me at The Flower Fields was an emotionally driven influencer campaign that positioned Carlsbad as the ideal place to reconnect, celebrate friendship and create lasting memories. By bringing together digital “pen pals” for their first in-person meetings amid Carlsbad’s iconic spring experiences, the campaign delivered authentic, organic storytelling that drove strong awareness, engagement and trip-planning intent.
Judges selected it as a finalist for its original, emotionally driven concept that thoughtfully used influencer storytelling to turn digital connections into real-life moments, authentically showcasing Carlsbad while delivering strong organic reach and engagement.

Visit Carmel
Visit Carmel SkipGen Influencer Campaign
The SkipGen campaign tapped into the growing trend of grandparents traveling with grandchildren, positioning Carmel-by-the-Sea as an ideal multi-generational destination through curated itineraries and influencer storytelling. By leveraging TikTok and Instagram creators aligned with SkipGen and Coastal Grandmother trends, the campaign drove strong awareness, engagement and follower growth while showcasing Carmel’s cultural, culinary and wellness appeal.
Judges selected it as a finalist for its smart use of a timely, relevant travel trend, pairing well-chosen influencers with clear objectives and strong metrics to deliver standout engagement and effectively position Carmel as a natural fit for SkipGen travel.

Visit San Luis Obispo
Visit San Luis Obispo | Sustainability Micro-Influencer FAM
The Sustainability Micro-Influencer FAM positioned San Luis Obispo as a destination where sustainability is part of everyday life by partnering with values-aligned creators to model low-impact travel experiences. Through authentic storytelling, car-free exploration and initiatives like Keys for Trees, the campaign built credible awareness, strong engagement, and measurable environmental impact while reinforcing Visit SLO’s leadership in responsible tourism.
Judges selected it as a finalist for its smart, budget-efficient execution that embedded sustainability into every aspect of the experience, from train travel to on-the-ground itineraries, paired with strong influencer selection, clear objectives and measurable impact through engagement metrics and Keys for Trees contributions.
This category recognizes outstanding public relations campaigns that elevate California tourism through strategic storytelling and earned media. Entries should demonstrate strong research, planning and creativity, and may include media or consumer activations and special events, with judges evaluating how effectively the campaign generated coverage, integrated social media and delivered measurable results.
Hotel Maya, Long Beach
Hotel Maya Long Beach: 50th Anniversary Campaign
Hotel Maya’s 50th Anniversary campaign celebrated the hotel’s legacy while launching its new era as an independent Long Beach destination. Through a mix of public relations, social, influencers, partnerships and on-property events, the campaign drove strong community engagement, record package bookings and increased food and beverage revenue. It delivered more than 12 million impressions and exceeded goals across awareness, engagement and revenue, positioning Hotel Maya for long-term success beyond its milestone year.
Judges selected it as a finalist for turning a milestone anniversary into a revenue-driving program with clear best practices. By engaging local leaders and key opinion leaders, it boosted visibility and community connection while creative activations directly drove bookings and food and beverage sales.
LEGOLAND California Resort
Dino Valley Grand Opening
LEGOLAND California celebrated its 25th anniversary with the launch of Dino Valley, a new land built from 1.8 million LEGO bricks and featuring life-sized dinosaurs and family rides. The campaign centered on a record-breaking Dinosaur Costume Party that generated national buzz, supported by major media coverage and influencer partnerships. Together, the effort delivered strong earned and social reach, high engagement and increased attendance, positioning Dino Valley as one of California’s most talked-about theme park openings.
Judges selected this campaign as a finalist because it paired a bold, attention-grabbing idea with strong, integrated execution. The world-record dinosaur costume party created a clear media hook, while coordinated public relations, social, influencer and experiential tactics delivered massive reach and engagement that translated into increased attendance and revenue.
See Monterey
HOW 2 HWY 1
HOW 2 HWY 1 is a collaborative, public relations-led initiative that reframed Highway 1 closures as an invitation to discover scenic alternate routes while reinforcing that Big Sur remains open and inspiring. By uniting state agencies, regional DMOs and local businesses, the campaign blended education, storytelling and practical trip-planning tools to sustain visitation and spotlight the broader Central Coast.
Judges selected it as a finalist because it turned a major tourism disruption into a powerful, results-driven public relations success. Through unified storytelling, strong collaboration and massive earned reach, HOW 2 HWY 1 kept Big Sur top of mind, inspired alternative travel and set a high standard for destination resilience marketing.
Sensorio
Launch of FOSO (Fiber Optic Symphonic Orchestra) at Sensorio
Sensorio’s FOSO launch was a story-driven campaign that paired national media outreach with meaningful community engagement to introduce the new immersive exhibit. Through media previews, artist talks, partnerships with local arts organizations and high-profile coverage, the campaign elevated Sensorio’s national profile while strengthening its role as a cultural destination rooted in the local community.
Judges selected it as a finalist because it paired a visually striking launch with a smart, well-executed strategy that generated significant buzz while deepening local relationships. The campaign not only captured national attention but also built meaningful community goodwill, reinforcing Sensorio’s role as both a must-see attraction and a valued cultural partner.
The Lodge at Torrey Pines
The Return of a Classic Dining Destination: A.R. Valentien Reopens at The Lodge at Torrey Pines
The reopening of A.R. Valentien was positioned as a story-led return that honored its legacy while introducing a refreshed vision for California dining. Through targeted media outreach, press dinners, influencer engagement and coordinated digital marketing, the campaign generated strong coverage, social buzz and increased reservations, reestablishing the restaurant as a premier dining destination.
Judges selected this campaign because it delivered a polished, luxury-level reopening that seamlessly blended public relations and marketing. Media dinners, influencer engagement and high-quality visuals were used intentionally to rebuild buzz and reintroduce A.R. Valentien as a must-experience culinary anchor within The Lodge at Torrey Pines.
Visit Anaheim
Visit Anaheim Launches Kid-Powered Imaginagency
Visit Anaheim’s Imaginagency campaign put kids at the center of family travel by letting them design real, bookable itineraries. Backed by research, celebrity participation and national media coverage, the campaign generated widespread attention, strong engagement and direct bookings. It positioned Anaheim as a kid-first, imaginative family destination with measurable tourism impact.
Judges selected it as a finalist because it delivered a bold, on-brand idea with exceptional execution. The kid-first concept was highly memorable, drove strong engagement and created lasting impact well beyond the campaign window.
Visit Newport Beach
50 Days of Festive Fun in Newport Beach
50 Days of Festive Fun brought together Newport Beach’s many holiday events into one cohesive, destination-wide celebration, with public relations-led storytelling uniting businesses, attractions and legacy traditions under a single seasonal identity. The integrated campaign drove massive visibility and engagement, boosted off-peak visitation and delivered meaningful economic impact while establishing Newport Beach as a must-visit holiday destination.
Judges selected it as a finalist because the combination of public relations, social, experiential activations and paid media created an omnichannel experience that clearly boosted visitation and local business, while the creative storytelling, community collaboration and scale of visibility set a benchmark for destination marketing.
This category honors collaborative marketing campaigns where two or more organizations partnered to promote travel or business within California. Entries should clearly define shared goals, each partner’s role and results, and show how the partnership expanded reach, added value, and strengthened brand awareness.
Howard Johnson Anaheim
Baby Shark’s 10th Anniversary x HoJo Anaheim’s 60th: A Splashy Family Fun Partnership
Howard Johnson Anaheim celebrated its 60th anniversary by partnering with Pinkfong’s Baby Shark for the brand’s 10th birthday, transforming an underperforming room type into 17 themed guest favorites and activating the experience through live shows, scavenger hunts, merchandise and property-wide branding. The campaign boosted occupancy and revenue, reduced guest complaints, energized slower nights, strengthened employee pride and reinforced the hotel’s position as a family-first destination near Disneyland.
Judges selected it as a finalist because it turned a long-standing room challenge into a revenue-driving experience through smart, family-focused problem solving. The Baby Shark integration felt exclusive and immersive, perfectly aligned with Disney-going families and young children, while strengthening the overall hotel experience.
L’Auberge Del Mar
Sun, Style & Strategy: The L’Auberge Del Mar × ALOHA Collection Partnership
L’Auberge Del Mar and ALOHA Collection partnered on a multi-touch, on-property collaboration that enhanced the guest experience while delivering measurable business results for both brands. Through cabana gifts, pop-up events, a branded cocktail, a spa integration, influencer content and a co-branded sweepstakes, the partnership drove strong cabana revenue growth for L’Auberge Del Mar and generated thousands of new email sign-ups for ALOHA Collection.
Judges selected it as a finalist because it delivered a thoughtful, brand-aligned partnership that added real value for guests while meeting clear business objectives for both partners. The collaboration was effective, mutually beneficial and demonstrated how smart integration can drive results and awareness.
Mendocino Railway
All Aboard Together: Mendocino Railway + Amtrak San Joaquins
This partnership between Amtrak San Joaquins and Mendocino Railway combined dual rider discounts with co-branded storytelling across websites, onboard Wi-Fi, email and social channels to encourage rail-based travel and visitation. By sharing distribution, incentives and creative assets, the campaign expanded reach, drove strong social engagement and demonstrated the impact of collaboration between national and regional rail brands.
Judges selected it as a finalist because it showcased a smart co-branding partnership that linked transportation with experience, clearly showing how travelers could use both Amtrak and Mendocino Railway together.
Visit Oakland
Visit Mendocino County
Travel The Cannabis Trail
The Cannabis Trail Cooperative Marketing Program united Visit Oakland, Visit Mendocino County and Humboldt County Visitors Bureau to position cannabis heritage as a legitimate cultural travel experience and drive shoulder-season visitation in Northern California. Through curated itineraries, a gamified digital passport and integrated public relations and marketing, the campaign generated 212 million impressions, over $480K in earned media value and tangible economic impact.
Judges selected it as a finalist because of the strong multi-destination partnership, clear goals and well-defined experiences unique to each location. While not highly creative, the strategy was thoughtful, effective and well executed.
Visit Sacramento
Terra Madre Americas
Visit Sacramento elevated its annual Farm-to-Fork Festival into a global culinary event by partnering with Slow Food International to host the first-ever Terra Madre Americas in the U.S. The combined event drew international chefs and delegates from 16 countries, generated massive media attention, record attendance and overnight visitation and secured more than $2 million in sponsorships, firmly positioning Sacramento on the world stage as America’s Farm-to-Fork Capital.
Judges selected it as a finalist because it was a bold, visionary initiative that elevated Sacramento onto the global culinary stage through a partnership with Slow Food International. The integration with the Farm-to-Fork Festival and the scale of execution demonstrated strong leadership and ambition, laying a credible foundation for long-term international recognition and economic impact.
Visit SLO CAL
Travel Paso
Robles Wine County Alliance
Wine-O-One
Wine-O-One is a social-first video series by Visit SLO CAL, Travel Paso and the Paso Robles Wine Country Alliance that reintroduced wine to Millennials and Gen Z as approachable, fun and unintimidating. Through 12 educational and storytelling videos distributed across platforms like social, YouTube, BuzzFeed and Spotify, the campaign highlighted local winemakers’ personalities while positioning SLO CAL as a welcoming, experience-driven wine destination.
Judges selected it as a finalist because it clearly defined its audience and purpose while authentically showcasing the character of the destination and its partners.
Visit Yosemite | Madera County
Visit Yosemite | Madera County × KTLA × Southern California Chevy Dealers
Visit Yosemite | Madera County broke into the competitive Los Angeles market through a strategic partnership with KTLA and Southern California Chevy Dealers. A new 30-second “From Fossils to Falls” spot was amplified with added-value placements and editorial-style content, including One Tank Trip vignettes and an LA Unscripted feature, resulting in more than 16 million impressions and exceptional cost efficiency while elevating awareness of Yosemite’s southern gateway.
Judges selected it as a finalist because it dramatically outperformed expectations, tripling its planned reach through smart partnerships and added-value media. With authentic storytelling, strong brand alignment and a highly efficient use of budget that delivered impressions at a remarkably low cost, the campaign demonstrated how strategic collaboration can drive exceptional return on investment and meaningful destination awareness.
This category recognizes a destination or business that has shown outstanding leadership in resilience, crisis response or destination stewardship. It honors efforts that balance economic vitality with environmental and cultural responsibility, including crisis preparedness and recovery, community engagement, inclusivity, accessibility and sustainability initiatives that strengthen trust and long-term visitation.
Portola Hotel & Spa
Portola Hotel & Spa Sets a New Standard for Sustainable Meetings on California’s Central Coast
Portola Hotel & Spa’s Reduced Waste Conference Program positioned the LEED-certified property as a national leader in sustainable meetings by offering planners a turnkey, measurable way to reduce environmental impact without sacrificing guest experience. Launched in June 2025, the program combined waste reduction, sustainable sourcing, digital-first planning and customized reporting, quickly earning strong media coverage, industry recognition and regional influence.
Judges selected it as a finalist for its clear objectives, smart response to growing sustainability expectations in the meetings and events space and the creation of a competitive advantage through customized post-event sustainability reports.
First Light Resorts
First Light Resorts 500th Youth Program Internship Milestone
First Light Resorts’ Youth Program campaign highlighted a long-standing, fully integrated workforce development initiative that employs and empowers underserved young adults while delivering meaningful social impact through hospitality. By respectfully celebrating the graduation of its 500th intern through targeted public relations and digital storytelling, the campaign showcased how regenerative tourism can drive both business success and life-changing outcomes, generating strong awareness, engagement and measurable economic and social results.
Judges selected it as a finalist because it proactively addresses a critical workforce challenge by investing in the next generation of hospitality professionals. Through clear objectives, hands-on mentorship and immersive experiences, the program delivers meaningful results and exemplifies effective destination stewardship.
The Ranch at Laguna Beach
The Intersection of Sustainability and Hospitality
This sustainability platform positions The Ranch at Laguna Beach as a model of regenerative tourism by embedding environmental stewardship into every aspect of operations, from reclaimed-water irrigation and waste-to-value programs to local food systems and plastic elimination. Through measurable impact, deep community partnerships and guest-facing experiences, The Ranch advances destination-wide leadership in ocean-friendly hospitality while enhancing both the guest experience and community well-being.
Judges selected it as a finalist for its authentic sustainability leadership, delivering exceptional, measurable environmental impact and industry recognition, while setting a high bar for regenerative hospitality.
Visit Lake Tahoe
Visit Lake Tahoe “Rules to Lake By”
Rules to Lake By was a creative stewardship campaign that repositioned tourism in Lake Tahoe as a force for preservation rather than strain. Using approachable, locally illustrated guidelines for responsible travel, the campaign influenced visitor behavior, rebuilt community trust and shifted demand toward higher-value, sustainability-minded travelers and shoulder seasons — delivering measurable environmental, economic and engagement gains while establishing Visit Lake Tahoe as a leader in destination stewardship.
Judges selected it as a finalist for its exceptionally thoughtful, creative and effective approach to destination stewardship, pairing inspired activations with clear tactics and measurable results that demonstrated positive resident engagement, improved visitor behavior, increased spending and a compelling model for how DMOs can lead with sustainability.
Visit Pasadena
Visit Pasadena’s Recovery Campaign
The Visit Pasadena Recovery Campaign was a compassionate, research-driven response to the Eaton Fire that shifted from promotion to community support, corrected negative perceptions and restored visitor confidence. Through targeted meetings recovery efforts and a new leisure campaign centered on supporting local businesses, the initiative helped drive ethical tourism recovery, increasing engagement and boosting average length of stay by 26%.
Judges selected it as a finalist for its exceptional crisis response and resilience, clearly demonstrating a swift pivot from marketing to community support, followed by well-designed recovery campaigns with defined objectives and strong metrics that proved meaningful impact and success.
This category recognizes innovative experiential marketing activations that bring a destination or tourism brand to life through immersive, interactive experiences. It honors programs such as trade show exhibits, media activations, meeting planner showcases and consumer-facing extensions that strengthened brand identity, connected with trade, media and travelers and delivered measurable results across audiences.
San Diego Tourism Authority
Savor San Diego Culinary Initiative
Savor San Diego was a national culinary activation with Vox/Eater that showcased San Diego’s Cali-Baja food scene through live events at SXSW and in New York, plus nationwide culinary kits and digital storytelling. The campaign generated 50 million impressions and drove strong increases in travel consideration and bookings, positioning San Diego as a standout food destination.
Judges selected it as a finalist because it delivered a smart, multi-tiered activation that seamlessly blended live experiences, digital storytelling and media partnership. The creative execution was strong, engagement was high and the results clearly demonstrated meaningful impact and effectiveness.
See Monterey
Alternative Channels, Maximum Impact: See Monterey x The Points Guy
See Monterey partnered with The Points Guy to host its first-ever company retreat at a destination, using an immersive, firsthand experience to position Monterey County as a premier meetings and retreats destination. By replacing traditional trade outreach with authentic storytelling from TPG’s editors and creators, the activation generated influential editorial, social and video content that reached millions and set a new model for innovative meetings marketing.
Judges selected it as a finalist because it delivered strong return on investment and used a credible partner to reach meeting planners through authentic storytelling. The campaign showcased Monterey County’s unique blend of leisure and group experiences while demonstrating a creative, nontraditional approach to meetings marketing.
The Ameswell Hotel
7 Paintings: The Art of Dining
7 Paintings is an immersive dining experience at The Ameswell Hotel that blends art, technology and cuisine into a 2.5-hour, seven-course interactive performance inspired by famous works of art. As the first activation of its kind in California, it differentiates the hotel in the Silicon Valley market, drives media interest and visitation and positions The Ameswell as a destination for innovation, creativity and experiential hospitality.
Judges selected it as a finalist because it transformed a known immersive dining format into a highly engaging, participatory experience that brought the hotel’s brand to life. Clear objectives, strong audience alignment and sustained sell-out demand demonstrated both creative innovation and measurable success.
Visit Newport Beach
London Week
London Week was a five-day, awards-season activation that positioned Newport Beach on the global stage by aligning the destination with film, celebrity and luxury travel in the U.K. Anchored by the U.K. & Ireland Honours with Variety and the Newport Beach Film Festival, the program combined high-profile events, pop-ups, media tours, trade showcases and BBC radio coverage to build awareness, relationships and cultural credibility in one of California’s most important international markets.
Judges selected it as a finalist because it delivered a comprehensive, highly polished activation with clear targets, bold creativity and compelling engagement. The program achieved strong, measurable results while creating lasting impressions that extended well beyond the activation window.
This category recognizes outstanding California Welcome Centers (CWCs) that exemplify Visit California’s personal, on-the-ground connection with travelers. It honors centers that showcase local identity, deliver meaningful visitor impact through collaborations and activations and demonstrate how CWCs inspire longer stays and deeper engagement while serving as trusted resources for both community and statewide travel information.
Ridgecrest Area Convention & Visitor's Bureau
California Welcome Center - Ridgecrest
The California Welcome Center–Ridgecrest elevates the visitor experience through innovation and access, featuring National Park Pass sales and immersive VR experiences of Death Valley and Little Petroglyph Canyon. These efforts make the region’s landscapes and cultural heritage more accessible while positioning the center as a modern gateway to the California desert.
Judges selected it as a finalist because its innovative use of VR and National Park Pass access meaningfully expanded accessibility while highlighting the region’s cultural significance. Clear objectives, strong messaging.
Salinas Valley Tourism & Visitors Bureau
Postcards, Passengers and Produce — The Story of How Southern Pacific Company Created the Salad Bowl of the World
Postcards, Passengers and Produce is a heritage tourism exhibit that explores how California’s economy was built in 175 years, highlighting the Southern Pacific Company’s role in transportation and early destination marketing. Through partnerships under the Salinas City Heritage Park brand, the exhibit connects regional history with education and tourism, driving strong results including a 28.7% increase in visitation followed by an additional 21% growth and expanded school tours.
Judges selected it as a finalist because it used creative, place-based historical storytelling to highlight local heritage while delivering measurable results, including strong year-over-year growth in visitation.
Visit Oceanside
California Welcome Center - Oceanside
The California Welcome Center Oceanside was transformed into an immersive, community-driven gateway that reflects the city’s surf and skate culture while helping visitors connect more deeply with local businesses and experiences. Through a redesigned space, strong local partnerships, expanded concierge services, and measurable visitor impact, the Center now serves as both a cultural showcase and an engine for responsible tourism and community benefit.
Judges selected it as a finalist because the Welcome Center paired clear, mission-driven objectives with smart execution that met visitors where they are, including a strong presence at major local events. The refreshed design authentically captures Oceanside’s vibe and the strong engagement metrics demonstrate the Center’s effectiveness as both a visitor gateway and a community asset.