Incumbent agency Black Diamond has been retained by Sacramento-based Visit California to act as its UK travel marketing and PR agency of record in the UK and Ireland, following a competitive pitch. 

London-based Black Diamond is a full service communications agency and has held the account since 2007. The annual $2.1million, five-year contract will involve a multi-discipline approach across advertising, experiential marketing, content and social media management, traditional and influencer PR and high-level trade co-ops. Key areas of growth will be the development of California's road-trip product and culinary appeal, concentrating on the family and older millennial markets. UK visitor numbers to California are due to reach an estimated 812,000 by 2022.

Guy Chambers, Managing Director at Black Diamond, commented, “To secure the Visit California account for the next five years, having held the account for the last 12, is kudos indeed to the expert knowledge and creativity we deliver out of Black Diamond. 2020 looks set to be our busiest year of programming yet, and through our integrated marketing strategy we aim to attract new and returning visitors across the Golden State.”

“We're delighted to have retained Black Diamond. The UK is our second largest overseas market and through innovative programming with Black Diamond we've established a strong brand presence and retained market share. We look forward to the next five years.” Said Leona Read, Associate Vice President, Global Marketing at Visit California.

The account will be overseen by UK Account Director Emma Westman, formally the Communications Director, and Travel Trade Director Mark Meredith. Strategy will continue to be overseen by Jonah Whitaker, who has worked on the account for 11 years.

Known for its experience and expertise in the travel industry Black Diamond has a number of high profile travel trade and PR clients, including Japan National Tourism Organization, Travel Portland, Colorado Tourism Office, Visit Seattle, Visit Pittsburgh, Tourism Whistler, the Lufthansa Group and over 18 regional California tourism boards.

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About Black Diamond:

Black Diamond is a full service integrated communications agency offering public relations and travel trade representation, creative solutions, media planning and buying, alongside digital development and content production. Black Diamond specialises in the travel and consumer industries. Existing clients include Japan National Tourism Organization, Visit California, Colorado Tourism Office, Travel Portland, Colorado Tourism Office, Visit Pittsburgh, San Diego Tourism Authority, Greater Palm Springs Oasis, Tourism Whistler and the Lufthansa Group. For information about Black Diamond visit www.blackdiamond.co.uk.

For further press information on Visit California, contact: Emma Westman emma.westman@visitcalifornia.co.uk / 020 7257 6189

For further press information on Black Diamond, contact: Sarah Barnett sarah@blackdiamond.co.uk / 020 7845 6378