Visit Santa Cruz County Regional Partnership Continues with New Creative Content
Continuing the tri-county collaboration with the Monterey County CVB and Team San Jose that began last year, Visit Santa Cruz County is moving ahead to leverage existing resources to expand promotional efforts in international markets by partnering with its nearby destinations. The collaboration began when San Jose International Airport (SJC) announced new international flights from the UK, Germany, China, and Canada: all within the last 18 months. A new ad targeted at the German market is the first implementation of the unique logo and style for the partnership brand.
Designed to visually convey to the German market the scenic beauty and surf culture of the Monterey Bay and how it inspires and complements the tech innovation of Silicon Valley, the ad introduces the “new” gateway of SJC and its proximity to the coastal California experience. The ad will be published in America Journal magazine, a German-language travel journal focused on the lifestyle and culture of North America and which is distributed in Germany, Austria and Switzerland. Approximately 36,500 issues are printed bimonthly, and its online component, www.americajournal.de hosts a monthly average of 94,000 page impressions. The ad debuted in the March/April issue of the publication, which featured editorial content on San Francisco and included Santa Cruz, San Jose, and Monterey destination information as well. The issue correlated with ITB, the world’s leading travel trade show, which took place in Berlin, Germany, in March. America Journal readers are frequent North America travelers, with more than 90% visiting once a year.