Best Travel Online Newsletter Campaign

On this road trip, data is the driver

VISIT CALIFORNIA’S E-NEWSLETTER GETS A MAKEOVER

THE TARGET:
Adult in-state, out-of-state and international subscribers to California’s e-newsletter who are eager to engage with dynamic content hosted on VisitCalifornia.com.

The overall goal of the Visit California e-newsletter program is to provide a 1:1 dialogue with people exploring travel. We want to keep California top-of-mind from planning to booking and provide ideas and insights on California’s vast array of travel options to encourage longer and more frequent visits.

THE CHALLENGE:
Seeking a rebound after travel fall-off during the pandemic, California needed to better utilize their data and optimize their design and messaging in the Visit California e-newsletter.

Unfortunately, VisitCalifornia.com’s e-newsletter template design was severely out-of-date, difficult to work with and it limited the volume and quality of content. Zeta’s challenge was to update and improve the e-newsletter template so that VisitCalifornia.com could make the most of robust data and messaging so that personalized windows into the wonders of California could be and delivered in the most effective and appealing ways.

See full entry for the work and results.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Art Director:	Andréa Forsythe
Art Director:	Maggie Goodner
Senior Copywriter :	Colleen Zajac
Creative Project Manager:	Danielle Mishkit
Vice President, Client Services:	Stacie Tureson
Senior Director, Strategic Consulting:	Caroline Droessler
Senior Account Director:	Shera Libraty

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.