Pow Wow International 2007

California is to launch its first marketing campaign in the UK next year backed by its Hollywood legend governor Arnold Schwarzenegger.

A total of $6 million has been set aside for a campaign that will include brand awareness advertising, partnership advertising with tour operators and other partners, building closer links with the travel trade, increased training and the research needed to make the campaign work.

However, the move has only been made possible thanks to the influence of the governor of California, Schwarzenegger, who recently signed the paperwork doubling the California Travel and Tourism Commission’s budget.

The California Travel and Tourism Commission deputy director communications Jennifer Jasper said: “It’s the first time we’ve ever had the money to spend and it’s enabled us to go after the market in the UK in a much bigger way.

“The governor really did a good job of pushing the increase into law he’s a huge fan of tourism as he understands it benefits all of California.”

She added precise details of how the money will be spent will not be known until the market research is undertaken in the next six weeks.

The campaign will be launched in January or February next year in time for the peak selling season and will seek to raise awareness of the many different experiences the state offers. It will most likely be targeted at the family and luxury markets.

Jasper said: “The UK is an expensive country to advertise in but we’re going to go in with enough deals to make an impact.”

More from Pow Wow