Monterey County is in a rare position as one of the world’s premier tourism destinations. What sets us apart is our extraordinary and diverse collection of inspiring experiences – a vibrant mosaic that can’t be found anywhere else.
Yet, what makes us so unique also presents distinctive challenges. We must compete for leisure travelers against one set of competitors while contending for groups and meetings on a much larger stage. In the leisure market, we rival iconic destinations like Napa Valley, Sonoma County, and Santa Barbara. Simultaneously, we face competition from larger, big-budget destinations such as San Jose, San Diego, and Palm Springs for the highly lucrative group and meetings business.
As we explore new markets for growth, we encounter awareness challenges: East Coast travelers are more familiar with Napa Valley and Sonoma, while Midwest and East Coast meeting planners may not fully appreciate our capacity to host world-class events and meetings.
Nevertheless, See Monterey has a history of exceeding expectations – punching above our weight. This year, we must amplify our efforts dramatically. It’s not enough to merely increase awareness; we must seize it. We need to make a bold impact by showing up in bigger, unexpected ways that capture attention and convert it into economic vitality.
This Business Plan has a singular focus: Show up Bigger, Become Better. By completing our rebranding efforts with “Find Your Way Here,” reinventing our website experience, integrating AI technology, enhancing our presence in the meeting and conference space, and both promoting existing and attracting new events, we will base all strategies and tactics on the idea of showing up bigger. And become better in terms of economic vitality and quality of place.
Rob O’Keefe President & CEO, See Monterey
FY2024-25
BOARD OF DIRECTORS
Officers
Chair Bina Patel
Treasurer Erik Uppman
Secretary Fady Hanna
Past Chair Amrish Patel
DIRECTORS
Mary Adams Monterey County Board of Supervisors
Sylvain Briens The Sanctuary Beach Resort
Janine Chicourrat Portola Hotel & Spa
Kimbley Craig City of Salinas
Kevin Ellis Hyatt Regency Monterey Hotel & Spa
Kirk Gafill Nepenthe/Phoenix Corporation
Kelly Green Hestia Coffee
Amy Herzog Visit Carmel
Donna Langley Pebble Beach Resorts
Stefan Lorch Monterey Marriott
Teri Owens Embassy Suites by Hilton Monterey Bay Seaside
Ed Smith City of Monterey
Chris Sommers Monterey Plaza Hotel & Spa
Barry Toepke WeatherTech Raceway Laguna Seca
John Turner InterContinental, The Clement Monterey
Peninsula Hospitality Group
Cannery Row Company
Pacifica Host Hotels
Green Lantern Inn
ADVISORS
Jacquie Atchison Arts Council for Monterey County
David Baird Monterey County Vintners & Growers Association
Carol Chorbajian Monterey County Hospitality Association
Norm Groot Monterey County Farm Bureau
Tonya Hufford Monterey Conference Center
Michael La Pier Monterey Regional Airport
Mike LeBarre City of King City
Paula Joy MacNab Monterey County Film Commission
Dana Allen-Griel Monterey Bay Aquarium
Sean Panchal Presidents Inn
Erin Sollecito Monterey Touring Vehicles
Hans Uslar City of Monterey
Anna Velazquez City of Soledad
Paige Viren Monterey County Hospitality Association
Liesbeth Visscher City of Marina
COMMITTEES
See Monterey operates with the guidance of several committees designed with a focus on a specific area of strategic importance for the direction of the organization.
Executive Committee
Chair, Bina Patel
Supports and evaluates the President & CEO, vets confidential issues and acts on behalf of the full board of directors in case of an emergency.
Finance Committee
Chair, Erik Uppman
Advises the board on financial matters and policies.
Marketing Committee
Chair, Barry Toepke
Provides strategic input, advice and collaboration on marketing communications plans and activities.
Sales Committee
Chair, Kevin Ellis
Actively participates in the development, planning and evaluation of group sales and service programs.
Compensation Committee
Chair, Janine Chicourrat
Reviews compensation structure and benefit programs.
Board Development Committee
Chair, Amrish Patel
Solicits and reviews board position applications and makes candidate recommendations to fill vacancies.
MCTID Oversight Committee
Chair, John Turner; Vice Chair, Chris Sommers
Comprised of hotel representatives from within the Monterey County Tourism Improvement District (MCTID) boundaries, completely oversees MCTID budget and program development and monitoring.
Visit SeeMonterey.com/Members/Board to learn more about the Board of Directors and Committees including meeting dates, agendas and minutes.
Vision: A thriving tourism economy that enriches Monterey County’s economic vitality and quality of life.
Mission: To generate community prosperity for Monterey County through the responsible promotion and growth of the tourism economy.
Values: Connectivity
Collaboration
Agility
Accountability
Inclusivity
Sustainability
Diversity, Equality and Inclusion Commitment
See Monterey is committed to ensuring that all members of the organization feel welcome and have an equal opportunity to connect, belong and grow.
MARINA
Monterey County Tourism 2030
See Monterey launched its first-ever long-term Strategic Roadmap in September 2022, designed as a living and evolving framework. After two years of operating under the original plan, the first formal checkpoint is the release of the Monterey County Tourism 2030 Roadmap this year. This update provides an opportunity for See Monterey, along with many hospitality and community partners, to step back and adapt the plan to new market conditions.
The goal: maximize the long-term viability of Monterey county’s tourism economy
KEY STRATEGIES
Expand Community Connectivity & Collaboration
Imperatives:
• Collaborate on tourism-related planning and development
• Overcome challenges, leverage opportunities
• Seek meaningful ways to address community interest in responsible travel and Crisis Communications
Enhance The Impact of See Monterey
Imperatives:
• Expand reach into new markets
•Embrace technology
• Focus on seasonality
Scan here for the full version of the Monterey County Tourism 2030 Roadmap
BRAND UPDATE
NATURALLY CONNECTED BRANDS
Last year, See Monterey introduced a new brand platform, “Find Your Way Here,” emphasizing Monterey County’s unique and interconnected paths that create an epic journey and experience for every traveler. At the root of “Find Your Way Here” is the idea that everything is connected – the places, the people, ourselves. So it only makes sense that all of the See Monterey brand segments be naturally connected to each other.
In the coming year, See Monterey will expand the new branding to the Groups and Meetings as well as Luxury segments, unifying the brand with a cohesive look and feel across all target audiences. The messaging will highlight that Monterey County offers not just natural beauty, accommodations, coastal cuisine, or world-class events, but everything combined—everything is here and connected. The core idea is as simple as it is powerful: Monterey County’s appeal lies in the combination of its diverse elements, all naturally connected.
Leisure
With nearly $2 million in media spend for FY2023-24, the “Find Your Way Here” campaign reached over 11 million U.S. households. According to research company SMARInsights, the campaign rated in the top 10% for showcasing Monterey County’s natural beauty, outdoor leisure opportunities, diverse experiences, and memorable moments. The campaign will continue in FY 2024/25 with refreshed digital and video creative.
Naturally Connected
As Monterey County’s destination brand positioning, “Naturally Connected” serves as an invitation, challenge, opportunity, and guidepost for both travelers and residents. It encourages exploration of the connections we share with others, with nature, and within ourselves, all set against the backdrop of an epic landscape that seamlessly blends nature-made beauty with human-made attractions.
BRAND UPDATE
Groups and Meetings
Inspiration will always be a thread in the fabric of the Monterey County experience, especially important when it comes to hosting meetings and events. Inspiration drives innovation. To leverage this, See Monterey developed a new meetings platform, “Inspiration Meets Here,” aligned with the “Find Your Way Here” brand.
The campaign aims to attract meeting planners by showcasing Monterey County as a unique, memorable, and effective venue. It highlights the destination’s compelling visuals and communicates that Monterey County offers inspiring meeting and conference experiences that drive attendance, boost productivity, and spark innovation.
Key audiences for the campaign include corporate, association, and incentive planners, with tailored messaging addressing their needs such as accessibility, affordability, and destination awareness. The new brand will also influence all
Business Development activities, including trade show booths, sales materials, and booking incentive programs. The Monterey Conference Center (MCC) campaign will adopt the “Inspiration Meets Here” brand, alongside its own unique branding. It will leverage complementary media channels to the broader destination campaign, focusing on association planners and large groups to maximize reach.
WHY MONTEREY COUNTY IS THE MOST INSPIRING MEETINGS DESTINATION
There are many reasons to believe Monterey County is an inspiring and unique destination for meetings and events. Through research, focus groups and one-on-one conversations, here are just a few that See Monterey has uncovered…
Inspirational Setting
The majesty of Monterey’s stunning coastal backdrop provides an inspirational environment that stimulates creativity and innovation.
Exciting Team-Building Opportunities
The area offers a myriad team-building activities, from sea kayaking to wine tasting in scenic vineyards, enhancing camaraderie and collaboration.
Safe and Convenient
Short direct flights, short drives, and short walks, help set Monterey apart. A centralized hub of meeting facilities and hotels is surrounded by a vibrant downtown and just a short and safe walk from coastal views and cultural attractions.
World-Class Facilities
Monterey boasts a variety of venues, from luxurious hotels to state-of-the-art conference centers, equipped with the latest technology to ensure an event’s success.
Sustainability
Monterey is dedicated to sustainability and offers eco-friendly options for a responsible and ecoconscious meeting experience.
Culinary
Local produce and ag growers in the destination allow for chefs to create unique, localized menus for meeting planners.
MONTEREY
BRAND UPDATE
Luxury
Luxury travelers are increasingly seeking unique, immersive experiences like wildlife encounters, exceptional dining, and bespoke cultural activities. For some travelers, luxury travel is just simply “travel.” While others, in the aspiring luxury and luxury-adjacent categories, invest in premium experiences for special occasions or splurge on one part of their trip and save on others.
Drawing on insights from hoteliers, competitive research, and luxury retail cues, See Monterey developed the “Seek & Find” campaign. This campaign emphasizes not just luxury accommodations but also the diverse, world-class experiences Monterey offers. Rooted in the idea that seeking true worth often leads to discovering something priceless, “Seek & Find” is distinct in its look and feel, media, and audience targeting, while aligning with the “Find Your Way Here” brand platform to enhance its impact across segments.
Congratulations to Monterey County’s FIRST MICHELIN Keyed hotels:
Alila Ventana Big Sur
Bernardus Lodge & Spa
Post Ranch Inn
BIG SUR
RESEARCH UPDATE
Visitor Profile Study Overview
Working with national tourism research firm SMARInsights, See Monterey gathered input from Monterey County visitors between July 2023 and June 2024. These findings were augmented by responses from travelers in a national survey database who reported visiting Monterey County to get a broad spectrum of responses.
Listed Monterey Country as Their Main Destination
Included Monterey Country as Part of a Road Trip Average Daily Spend*
Were Repeat Visitors
*Average of Leisure, Business and International Travel
**Respondents were able to choose multiple reasons for their visit, so the total is more than 100%
Resident Sentiment Study Overview
In 2024, See Monterey’s Resident Sentiment Survey revealed strong support for tourism as a key economic driver for Monterey County, alongside important challenges, and opportunities for managing future growth.
• 71% of residents agree that tourism is important to Monterey County
• 56% of Monterey County residents say it is important to promote tourism
• Nearly 80% believe the local quality of life is better than in other parts of California or the U.S. - well above the national norm
• The most prominent challenges that were identified include
• Transportation
• Housing
• Infrastructure
New Data Analytics Tools
See Monterey has partnered with Tourism Economics to create a custom Symphony Intelligence Platform. This platform integrates data from sources like STR reports, Google Analytics, Dean Runyan Impact studies, and geolocation data, providing See Monterey with centralized, customizable dashboards for quick access to decision-ready insights.
One More Night
Residents want visitors to stay longer, travel during off-peak seasons, and explore lesser-visited areas. These goals align with See Monterey’s core strategies and will continue to drive marketing and sales efforts.
The value for See Monterey members and stakeholders includes actionable insights, key data trends, enhanced measurement of sales and marketing effectiveness, and the creation of reports with relevant, actionable inputs.
Looking at the year ahead, there are a number of forces that will continue to impact travel recovery – from upcoming elections to global climate change. While demand for leisure travel is still strong, economic headwinds may impact some consumer segments. Slower recovery of the outbound travel market from Asia will also continue to impact visitation to the U.S., especially California, and business travel continues to recover – albeit slowly. Even with all of this, the travel industry is poised for steady growth, though at a more sustainable pace compared to the rapid rebounds seen in the immediate postpandemic years. Forecasts predict continued upward momentum through 2026, driven by increased demand and a growing interest in wellness, luxury, and sustainable experiences. Monterey County, as a destination, is well positioned to take advantage of these trends and capitalizing on them will be key to continuing recovery.
National Travel Indicators & Forecasts
U.S. Hotel Forecast
While 2024 U.S. hotel occupancy has not returned to 2019 levels, average daily rates are more than 20% higher. With this, RevPAR for the year is expected to end 16% higher than in 2019. This 3% year-over-lift is due primarily to continued increase in rates.
For the coming year, occupancy is expected to reach pre-COVID levels for the first time at a national level. Combined with continued increases in rates, total RevPAR is expected to be 19% across the U.S. in 2025.
Note: RevPar reflects standard methodology. Source: STR; Tourism Economics
SITUATION ANALYSIS
Travel Segments
The slow return of business travel continues to impact overall occupancy, and is the main reason levels have not yet returned to where they were in 2019. However, leisure travel volume in 2024 has exceeded that of 2019 by nearly 5%. Business travel is not forecast to return to the 2019 baseline until 2026.
International Travel to the U.S. Forecast
Just as hotel RevPAR is exceeding 2019 levels because of hotel rates, international spending is exceeding that of 2019 – due to both prices and inflation. International visitor volume for calendar year 2024 is anticipated to be 2% off that of 2019. There will be another significant boost in 2025 and volume is anticipated to be 8% higher than before 2019. With these increases, total international visitor spending in 2025 is anticipated to exceed that of 2019 by more than 20%.
Leisure vs. Business Travel Volume (Indexed to 2019)
Meetings and Events Forecast
The meetings and events segment of business travel continues to lag behind individual business travel. The U.S. Travel Association, in cooperation with Simpleview, reports that booked room nights for 2024 have remained about 10% off that of 2019. However, the booking window remains fairly short, with booking movement in events 6-9 months out. Northstar Meetings Group’s Pulse survey in August 2024 shows 45% of planners are more optimistic than they were three months ago, down nearly 20% from the same time a year ago. Last August’s optimism coincided with a spike in new bookings, which is not being matched in 2024.
DMO
Room Nights on the Books (Pace for future dates vs. same period in 2019)
As of date July 8, 2024 August 5, 2024
Sources: Simpleview CRM (250+ U.S. DMOs)
California Travel Indicators & Forecasts
California Visitor Forecast
While hotel occupancy across the U.S. is anticipated to be off just 1% for calendar year 2024, Tourism Economics forecasts the state of California will see visitor volume 6% lower than pre-COVID levels. While other destinations have been able to overcome continued declines in volume through price increases, California’s visitor spending is not anticipated to meet or exceed the 2019 baseline until 2027.
California Visitor Volume Forecast (% relative to 2019)
California Visitor Spending Forecast (% relative to 2019)
Source: Visit California & Tourism Economics
California International Forecast
While total international travel to California already exceeds 2019 baselines, this is due to record visitation from Canada as well as significant growth from India and Mexico. However, pre-COVID international visitation was strongest from China. Given their visitation for 2024 is anticipated to be 12% off 2019, total overseas travel is anticipated to end the year down 3% from 2019. With a strong recovery of the China market expected in 2025, total international visitation is forecasted to be up 15% in 2025.
Source: Visit California & Tourism Economics
California International Visitor Volume Forecast by Market
California Visitor Volume Forecast by Market
SITUATION ANALYSIS
California Business Travel Forecast
Overall travel recovery has been slower for California than other U.S. states – due both to domestic and international travel. However, business travel is anticipated to remain below the 2019 baseline in California for another 5 years, with recovery in business volume not anticipated until at least 2029. However, there are bright spots. In the August 2024 Northstar Pulse Survey, 46% of planners indicate they are actively planning new events in California, second only to Florida at 48%.
Business vs. Leisure Visitors in California (Indexed to 2019)
Source: Visit California & Tourism Economics
Monterey County Travel Indicators & Forecasts
Monterey County Hotel Forecast
While Monterey’s hotel recovery remains below the U.S. average, it is exceeding California’s performance overall. For the calendar year, Monterey’s occupancy is 8% off that of 2019, while California’s occupancy is 13% lower. While the state’s ADR has increased 12%, Monterey’s is 26% higher. Overall, Monterey’s 2024 RevPAR is expected to be 17% higher than in 2019, exceeding the U.S. average of 16%. For 2025, there is little change expected in occupancy. However, rates will continue to rise and produce a 24% higher RevPAR than pre-COVID.
Monterey Hotel Forecast (% Change Against 2019)
Source: Lodging Analytics Research & Consulting & Costar
Monterey County Meetings and Events Forecast
Monterey County’s meetings and events bookings continue to defy the industry, with definite room nights nearly five-times higher than in 2019. Nationally, group travel demand remains 3% off pre-COVID levels, with local DMOs seeing an average of 7% fewer meetings and event room nights for 2024. Of the Bay Area competitors, Monterey is far outperforming San Francisco and San Jose, with the forecast for 2025 anticipating another 22% increase in Monterey Conference Center bookings.
Meetings
and Events Booking Pace (% Change Against 2019)
Source: Lodging Analytics Research & Consulting & Costar
Travel TRENDS & OPPORTUNITIES
The Value Equation
In the 2024 State of the American Traveler from Future Partners study, consumers’ price sensitivity is evident. SMARInsights past research has shown that concerns about cost are often mostly about value – and consumers have shown that they are willing to pay for the things they value. Monterey County delivers on what consumers want - with relaxation and escaping daily stress as top trip motivators. This provides the opportunity to highlight the value of a trip to the area.
Content Creation Fuels Travel Planning
Younger audiences are turning to influencers for travel planning. The 2024 State of the American Traveler shows that while just 17% of consumers overall use content from influencers to plan, 34% of Gen Z and 30% of Millennials are looking for travel advice from digital influencers. A third of American travelers regularly listen to podcasts, with entertainment, wellness and comedy the top genres. Utilizing both travel influencers and local content creators positions See Monterey to be part of the conversation.
Hispanic & Latino Travelers
Hispanic and Latino travelers are spending more on their overnight trips than average according to the State of the American Traveler from Future Partners. Not only are they more optimistic about the future of their finances than the average consumer, but they are also more likely to make travel a high priority in their budget. With 70% of Monterey County visitors coming from within California, and California’s high Hispanic and Latino population, there is opportunity to cater programs directly to these travelers.
The Visitor x Community Connection
Many destination marketing organizations, like See Monterey, recognize the necessary balance between positive visitor experiences
and community wellbeing. Responsible Travel programs, like The Right Path, support this connection and it continues to be an area of strength for Monterey County, creating an opportunity to become the destination of choice and making consumers feel good about choosing the destination.
The Rise of Smaller Meetings
The American Express Global Meetings & Events 2024 Forecast reports that part of a new era for meeting professionals is taking on a distributed workforce. With continued remote work for a portion of employees, employers are turning to regular, small meetings to bring teams together. While Monterey County needs to compete for both large and small meetings, opportunity exists to focus efforts on smaller meetings, as well as target attendees with Bleisure messaging to encourage them to extend the stay.
Wellness Means Business
While leisure wellness has been on trend for a number of years, experiences are being incorporated into meetings in a bigger way. Given attendees are more selective about the events they are attending, more attention is given to self-care activities throughout events, ensuring attendees leave more energized than drained.
Buy Now, Pay Later
While the Service Merchandise layaway model for retail is decades in the rearview mirror, BNPL is on the rise for travel. Companies like Klarna have become ubiquitous at checkout for airlines and online travel agencies like Expedia. With flexible financing options, BNPL has become especially popular with Gen Z. With less access to traditional credit than older generations, younger consumers are embracing the model, especially for smaller purchases such as travel expenses.
Budget Snapshot
The new Monterey County Tourism Improvement District (MCTID) plan is now in full effect and together with the jurisdiction investments it allows Monterey County to compete at a much higher level. See Monterey’s marketing and sales programs are able to reach into further markets to attract travelers who will stay longer, spend more, and drive greater economic vitality and quality of life for communities and residents.
The Critical Importance of TOT: The renewed and increased MCTID provides long-term foundational funding for See Monterey, but in order to show up bigger it is critical for the organization to maintain jurisdiction investment in TOT funding as well. The combination of TID and TOT funding allow for amplified programs and expanded reach.
SHOWING UP BIGGER
This year is dedicated to showing up bigger to become better. To achieve this, the Marketing Communications program has expanded significantly over the past year and will continue to grow, driving programs that deliver greater visibility, reach, and impact for the destination. There will be activities in key areas as well as in unexpected places, taking advantage of new opportunities to grow awareness, familiarity and, ultimately, intent to visit. There are plans for additional initiatives and partnerships designed to elevate Monterey County and maximize its tourism potential. In FY 2024-25, extending the “Find Your Way Here” brand across all of See Monterey’s market segments—Group, Luxury, and International—will be crucial. For leisure visitors, a realigned media strategy optimizes spending in both fly and drive markets, amplifying the impact of paid advertising by boosting awareness in distant markets and driving immediate consideration in closer ones. All marketing communications programs direct visitors to SeeMonterey.com. The new SeeMonterey.com, set to launch in Q2 of the fiscal year, focuses on a connected user experience and increased engagement across content types. The integration of an AI-powered itinerary builder will get users closer to booking in less time, while also supporting messaging around extended stays and responsible travel practices in Monterey County.
STRATEGIC PRIORITIES
1. Market Growth & Increased Engagement
• Show up bigger in International and Luxury markets
• Continue to gain ground with Groups and Meetings market
• Maximize the near and grow the far in Domestic Leisure markets
• Focus on high value travelers, those who stay longer and spend more
• Develop content and programs that encourage visitors to stay one more night
• National and international PR pitching and media hosting year-round
2. Brand Roll Out
• Launch “Inspiration Meets Here” group and meetings brand at IMEX
• Launch “Seek & Find” Luxury campaign
• Refresh “Find Your Way Here” creative
• Develop ready made plans for opportunistic deployment to support soft spots in the market, bad weather (and good), etc.
3. Digital Transformation
• Launch new SeeMonterey.com with streamlined navigation and vastly improved user experience
• Incorporate AI itinerary building tool
• Grow and nurture engaged users through e-news and app
• Grow and evolve social channels to prioritize active engagement
4. The Right Path
• Reinforce educational efforts with visitors and locals to promote responsible travel practices
• Engage community partners to support and advance responsible travel initiatives
• Assess and set community benchmarks to measure progress and impact
• Develop a messaging strategy for “Always Open” Highway 1 & Big Sur to highlight ongoing accessibility and promote responsible travel along these routes
GOALS & KPIs
The Marketing Communications team’s goal is clear: drive demand across all visitor segments. Measuring this goal involves a range of metrics, with Intent to Visit scoring being the ultimate indicator. This metric evaluates how effectively See Monterey’s marketing and communications programs influence demand and subsequent travel, and it determines the ROI of these efforts.
In addition to Intent to Visit, performance is tracked across various KPIs. Benchmarking new metrics this year, including geolocation data, visitor spending, and active engagement will create new ways to look at effectiveness. These metrics will be considered for formal inclusion as KPIs in the next fiscal year, enhancing See Monterey’s ability to measure ROI and the overall value generated for the destination.
CAMPAIGN OVERVIEW
Partner Site Conversions (clicks from SeeMonterey.com directly to a member’s website)
Top Level Group Conversions (RFP submissions, clicks to call or clicks to email from MeetInMonterey.com)
*See Monterey’s Marketing Impact Study indicates the ability of marketing and communications programs to influence travelers’ intent to visit the destination, as measured by third-party research company Strategic Marketing and Research Insights (SMARI).
PAID MEDIA STRATEGY
See Monterey’s single biggest investment is in its paid media and advertising programs. Established campaigns continue to target Leisure, Luxury, Group, and International audiences through proven and strategic tactics. Complementing these paid media efforts are robust content and public relations programs, which together create a multi-layered, integrated approach to reaching visitors from key fly and drive markets.
Leisure Luxury Groups & Meetings International
Travel intenders, HHI $100k+
Value nature, wellness, culinary, and/or environment
Drive and fly markets
Travel intenders 35+ with HHI $350k+
Drive and fly markets
Maximizing the Near, Growing the Far
Research consistently reveals two key insights:
Corporate meeting planners, association meeting planners, key decision makers
Drive and fly markets, Chicago, Washington D.C., New York City
Deploy direct-toconsumer advertising in core markets
Utilize partnerships and co-ops to extend and amplify budgets
1. Proximity Matters: Residents within close proximity to Monterey County (Drive Markets) are highly familiar with the destination and exhibit high repeat visitation.
2. Long-Distance Appeal: Travelers from farther away (Short and Long-Haul Fly-In Markets) have less familiarity but tend to spend more time and money during their visits. To leverage these insights, See Monterey is employing a new bifurcated messaging and media strategy:
• Drive Markets: For those with existing knowledge, the focus is on lower-funnel media. This includes ads that create urgency and highlight new or unique experiences to encourage repeat visits.
• Fly Markets: For distant travelers, the approach involves higher-level, inspirational advertising. This strategy aims to build awareness and position Monterey County as a top travel destination, influencing their trip planning.
The expected outcome of realigning media channels is an increase spending in farther markets to boost awareness while maintaining effective engagement in nearby markets.
PUBLIC RELATIONS STRATEGY
See Monterey’s PR program continues to focus on media hosting, pitching, and relations, but will also incorporate new strategies such as media partnerships, influencer programming, and integrated campaigns with paid and owned media to enhance visibility and impact.
Key PR strategies for FY 2024/25:
• Integrate communications across all agency partners for coordinated efforts.
• Position Monterey County as a destination worth more than just a weekend, encouraging extended stays and higher spend.
• Boost brand awareness and create urgency to book.
• Enhance media relations with targeted pitching, press release distribution, and new connections.
• Leverage partner relationships to amplify brand content from local experts and partners.
• Highlight sustainability and responsible tourism initiatives.
Thematic Arcs
These thematic arcs will guide See Monterey’s storytelling, showing up in different ways through PR and social content.
What’s in Season
From peak wildlife migrations to annual events, Monterey County is a destination with a “welcome back” message that dually promises comforting familiarity matched with continual exploration.
Monterey the Beautiful The Heart of California
The same scenic elements that make Monterey County a top vacation destination also converge to create an optimal synthesis of location, soil, sea and climate to produce incredible flavors with distinct quality.
All of the quintessential California experiences are found in Monterey County, alongside community-driven hospitality, diverse paths and pursuits, art and culture, history and heritage and natural beauty.
Reaching Spanish Speaking Audiences
California’s Creative Capital
Meetings, corporate groups and business leaders can find their own inspiration, creative and mental refresh and harmonizing shared experiences as those before them with pursuits and lodging aplenty.
“Encuentra Tu Monterey” is a PR initiative designed to reach Spanish-speaking travelers based in the United States and beyond by engaging with media from Spanish-speaking publications. The strategy includes translation of See Monterey’s public relations efforts, targeted pitching to Spanish-language outlets and influencer partnerships with leading Spanish-speaking content creators.
MARKETING COMMUNICATIONS
OWNED CONTENT & SOCIAL STRATEGY
See Monterey’s social content strategy leverages captivating visuals, engaging videos, and creative captions to highlight Monterey County as a premier destination. This approach aims to drive overnight visits while reinforcing principles of safe, sustainable, and inclusive travel.
Key Strategies for FY 2024-25:
• Brand Consistency: Ensure uniform branding and messaging across all social channels to build a recognizable and trustworthy brand.
• Content Diversification: Use a variety of posts to keep audiences engaged and attract a broader audience.
• Trend Adaptation: Stay current with emerging trends and experiment with new content formats, features, and trending audio.
• Short-Form Video: Focus on engaging, shareable short-form videos to capture attention in an authentic and relatable manner.
• Local Creators: Utilize See Monterey’s local content creator group to produce content and connect with engaged social communities.
• Community Building: Foster a strong online community to enhance brand loyalty and engagement.
The New SeeMonterey.com
Launching in Q2 of FY 2024-25, the new See Monterey website will emphasize connectivity and a streamlined user experience. Key features include:
• User-Friendly Navigation: Clear and intuitive navigation for a seamless browsing experience.
• Smooth Partner Handoff: Enhanced partner integration for better collaboration and content sharing.
• Rich Content Sharing: Integrated content across the website and social media.
• AI Trip Planning Tool: Mindtrip’s AI-powered tool to help visitors personalize and organize their Monterey County trip.
Butterfly Season, Whale Watching, Holiday Getaways, Digital Detox, Alternative Road Trips, Culinary
KEY DATES
• California Farmer & Farmworker Month
• Museums & Galleries Month
• LGBTQ+ History Month
• Monarch Migration
• Global Diversity Awareness Month
• Taste of Carmel (Oct 3)
• Monterey Beer Festival (Oct 5)
• Meet the Makers (Oct 12)
• Indigenous Peoples Day (Oct 14)
• Halloween (Oct 31)
MEETINGS
• IMEX Las Vegas (Oct 8-10)
• What’s New Fall 2025
KEY MESSAGING
New in 2025, Outdoor Activities, Hiking Trails, BlackOwned Businesses, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Spring Break, Gig-Tripping, Luxury Highlights, Off-Season Promotion
KEY DATES
• Pinnacles Anniversary (Jan 10, 2013)
• Monterey Swing Fest (Jan 15-20)
• Plan For Vacation Day (Jan 28)
• Lunar New Year (Jan 29)
MEETINGS
• What’s New - 2025
• Wellness in Meetings
• PCMA Convening Leaders (Jan 12-15) Houston TX
KEY MESSAGING
Wildflowers, Waterfront Dining, Wine Tasting & Tours, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible Tourism, Hidden Gems
Monterey Wine Trail, Clam Chowder Season, Monarch Butterfly Season, Whale Watching, Holiday Getaways, Digital Detox, Alternative Road Trips, Culinary
KEY DATES
• Native American Heritage Month
• Big Sur Food & Wine Festival (Oct 31-Nov 2)
• Monterey Bay Half Marathon (Nov 8-10)
• Small Business Saturday (Nov 25)
• Thanksgiving (Nov 28)
• Black Friday (Nov 20)
KEY MESSAGING
New in 2025, Outdoor Activities, Hiking Trails, BlackOwned Businesses, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Spring Break, Gig-Tripping, Luxury Highlights, Off-Season Promotion
KEY DATES
• Black History Month
• Whale Day (Feb 16)
• Clam Chowder Day (Feb 25)
• John Steinbeck’s birthday (Feb 27)
• AT&T Pebble Beach Pro-Am (Jan 29-Feb 2)
KEY MESSAGING
Wildflowers, Waterfront Dining, Wine Tasting & Tours, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible Tourism, Hidden Gems
KEY DATES
• California Travel & Tourism Month
• Asian American & Pacific Islander Heritage Month
• Mother’s Day (May 11)
• Global Accessibility Awareness Day (May 15)
• Memorial Day (May 26)
• California Roots Music Festival (May 23, 24, 25)
New in 2025, Outdoor Activities, Hiking Trails, BlackOwned Businesses, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Spring Break, Gig-Tripping, Luxury Highlights, Off-Season Promotion
KEY DATES
• Women’s History Month
• Global Day of Unplugging (Mar 7)
• Jazz Bash by the Bay (Mar 7-9)
• National Artichoke Day (Mar 16)
• Spring Equinox (Mar 20)
KEY MESSAGING
Wildflowers, Waterfront Dining, Wine Tasting & Tours, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible Tourism, Hidden Gems
KEY DATES
• Pride Month
• Ocean Month
• Father’s Day (June 15)
• Summer Solstice (June 20)
• Artichoke Festival (TBD)
• Firestone Grand Prix of Monterey (TBD)
MEETINGS
• MPI WEC St. Louis (June 17-19)
MARKETING COMMUNICATIONS
RESPONSIBLE TRAVEL: THE RIGHT PATH
“The Right Path” initiative is dedicated to highlighting and celebrating responsible travel practices across Monterey County, encouraging both visitors and residents to enjoy the destination with respect and care. The ultimate goal is to ensure that all travel paths contribute to a better quality of place, leaving the destination in better condition than before.
This initiative goes beyond environmental sustainability, incorporating several key elements aimed at minimizing negative impacts and enhancing positive outcomes.
Environmental Stewardship
Conserving resources, minimizing waste, and protecting wildlife.
Cultural and Community Respect
Honoring local traditions, supporting local culture, and promoting inclusivity.
Support for Local Businesses Respect for Local Communities Education and Awareness
Encouraging patronage of local establishments.
Ensuring respectful interactions and fostering community integration. Promoting responsible travel practices through educational efforts.
By embracing these principles, See Monterey aims to create a more sustainable and enjoyable experience for everyone.
ADORE RESPONSIBLY
Promoting The Right Path: See Monterey’s Commitment to Responsible Travel
See Monterey actively promotes “The Right Path” through a range of initiatives designed to educate and engage both visitors and residents.
• Paid Advertising Campaigns: Targeted advertising both within and outside the market to reach potential visitors before they arrive, as well as reminding them and residents while they are here.
• Educational Content: Providing information on responsible travel practices through various channels, including social media, blogs, and direct communications.
• Community Engagement: Partnering with local businesses and organizations to reinforce the message and encourage widespread adoption of responsible travel practices.
SeeMonterey.com
GROUP BUSINESS
Group Business remains a key priority for Monterey County. Attendance at major industry events, targeted solicitation efforts and servicing repeat valued clients will be instrumental in staying top of mind with meeting planners. The team has been proactive and strategic, working diligently to maintain and surpass lead volume targets. With the addition of the Senior Conference Sales position, the team is poised to have continued success with booking larger compression causing groups. Partnerships with major meeting planner networks like SITE, FICP, Prestige and Maritz will be instrumental in helping the team grow high value business leads and bookings into Monterey County hotels and resorts.
This year’s plan focuses on:
• Full Sales Activity Program: Engaging in aggressive lead generation and re-engaging past groups.
• Citywide Business Targeting: Aiming to increase compression across the county by focusing on large citywide events.
• Spreading Business Opportunity: The Flash your badge program helps meeting planners give their attendees offsite options and educates them on all the amazing aspects of the county that make it inspirational.
STRATEGIC PRIORITIES
1. Prioritize Need Periods and New Business
• Get aggressive with booking incentive.
• Solicitation program to pull through new business.
• Target larger compression causing groups in need time periods.
• Increase international activations in travel trade.
• Target high value groups and meetings from existing and new feeder markets.
• Solicit compression causing group events
• Group incentive targeting need periods.
3. Deliver High Value Leads & Conversion
• Grow awareness with Corporate and Incentive meeting planners (FICP/SITE).
• Meeting planners with FAMs from direct flight/new flight markets.
• Conduct high level client activation at Pebble Beach Food & Wine event.
4. Lengthen Stays through Bleisure Travel
• Grow “Flash Your Badge” program.
• Implement a paid site tour program for meeting planners looking to book Monterey County.
5. Drive Referrals and Business Opportunities
• Highlight green properties and attributes of the destination to meeting planners.
• Create new resources for meeting planners.
Tactical Considerations for Group Business:
Industry Events: Host key industry events in-market to educate and attract meeting planners.
Booking Incentives: Promote through industry partnerships, including SITE Northern California, MPI Regional Business Exchange, and CalSAE Elevate.
International Representation: Engage with representatives from the UK, Europe, Mexico, Canada, and China to broaden international reach.
Promotions & Incentives: Encourage conference attendees to extend their stays with special offers.
Sustainability Initiatives: Highlight stakeholder sustainability efforts to meeting planners.
Customer Advisory Board: Re-engage to advocate for the destination.
Prospecting Tools: Introduce new tools and platforms to attract new business.
Client Exposure: Maximize visibility through FAMs, client events, and industry associations/ partnerships.
Exclusive Activations: Drive inspiration with exclusive client activations at Monterey County signature events.
Trade Marketing Campaigns: Boost awareness and drive room night production through targeted campaigns.
Monterey Conference Center
This year’s plan focuses on enhancing collaborative efforts to boost MCC lead generation and simplify the booking process for meeting planners. As the largest conference facility in Monterey, which benefits surrounding hotels and hospitality businesses, it’s crucial to raise awareness and create business opportunities.
Key tactics include:
• Enhanced Team Collaboration: Strengthen coordination between the Conference Sales Manager, Business Development Team, and MCC Staff.
• Promotion of Large Capacity: Increase visibility of the Monterey Conference Connection to attract high-capacity groups.
• Sales Process Optimization: Improve sales processes to enhance the customer experience and assist the Business Development team.
• In-Market Events: Organize events with a strong planner/supplier ratio to foster connections.
• FLY-SEE-BOOK Promotion: Reintroduce this promotion to engage clients and encourage site inspections.
• Targeted FAMs/Client Events: Execute FAMs and client events aimed at securing large business opportunities.
BUSINESS DEVELOPMENT
GOALS & KPIs
The Business Development team focuses on driving high value, compression-causing group business for hotels and hospitality businesses, as well as core business that is 10 -100 room nights on peak. While leads and conversion rates remain paramount, other metrics are tracked and communicated with group-focused hotels. This collaborative effort enhances See Monterey’s ability to attract and secure business throughout the entire destination.
The goals below have been set as conservatively optimistic given the existing competitive landscape and economic forecasts.
Terms
Lead: See Monterey secures formal business opportunity
Conversion: See Monterey works with partner to close/ finalize the sales lead
Definite Room Night: an estimate of committed booked room nights from a meeting/conference
EIC – Economic Impact
Calculation – an estimate of overall visitation spending from a group, event, meeting derived from industry standard created by Destinations International
Goal is for group business leads; a group is 10 rooms or more in the Corporate, Association and Incentive group market segments
Conversion is booked leads divided by total leads received
KEY PERFORMANCE INDICATORS
New group leads to the destination or groups that have not been to Monterey County for over 3 years MCC Leads
Group business leads sent to the Monterey Conference Center (MCC)
Fill Need Time Periods Sunday-Thursday Patterns and Holidays
Tour & Travel Engagements 2,500
Group Business
Prospective Efforts
Continue to utilize Group Incentive to push groups into need time periods
Tour and Travel/non-group client interactions that produce business referrals, tour operator product buys, facilitate new tour product development, and grow travel agent product knowledge
Individualize goals by Manager Accountability by each Business Development Executive to meet and exceed their goals. Increase focus on each market and territory. Qualified leads “Quality over Quantity”
Advanced prospecting tools that will give better data and qualifications.
Segments and Focus
Strategic plan will dig deeper into segments. Putting resources and partnerships in focus.
SEGMENTS AND FOCUS
Group Business Development Strategic Partnerships
Drive qualified business to all jurisdictions within Monterey County.
Engage partners in client activations and events and incentivize need periods.
Leverage third-party and business meetings industry partnerships to extend reach, drive new business leads, and enhance market presence.
Tour & Travel Client Services
Engage wholesale distribution, tour operators, and travel agency networks to grow booking revenue and room night production. Maintain International Trade Representation to boost market presence, focusing on Golf, Luxury, and Family segments with direct selling to agents and operators.
Expand the Client Services team and services to include trending business meeting solutions, differentiating our offerings and increasing client satisfaction.
MONTEREY
BUSINESS DEVELOPMENT
BUSINESS DEVELOPMENT EVENTS BY REGION
The Business Development team’s sales plan features robust activations to attract more qualified leads to Monterey County group hotels. This includes in-person activities, events, and tradeshows targeting groups from direct flight destinations and viable group markets. The plan is adaptable, responding to factors like marketing conditions and partner participation. Business Development Executives (BDEs) will travel with hotel partners globally—from San Diego to New York, Los Angeles to the United Kingdom, and beyond —to drive valuable travel.
Sales Activities Calendar
Monterey County
• MPI Northern CA Chapter Annual Conference & Experience
• CalSAE ELEVATE Conference
• MPI Regional Business Exchange
• Pebble Beach Food and Wine Client Event
• Northstar Leadership Forum, Pebble Beach
• SITE Northern CA Event
Also Activating in These Markets:
• California & Southwest
• Pacific Northwest
• Texas & Southeast
• East & Midwest
• International/U.S. Territories
Business Development Team
Joe Marcy, CMP – California, Corporate & Incentive
David Cater – Tour and Travel, Domestic & International
LUXURY COLLECTION INITIATIVE
See Monterey’s Luxury Collection Initiative is tied to the new TID, with a level of funding from the destination’s luxury hotels that enables a bespoke campaign targeting affluent travelers. According to a report by McKinsey & Company, demand for luxury tourism and hospitality is expected to grow faster than any other industry segment. This is driven in part by a large and expanding base of aspiring luxury travelers, many of whom are younger and increasingly willing to spend larger shares of their wealth on upscale travel options.
Monterey County is uniquely positioned to leverage the luxury and aspiring luxury audiences with its diverse Luxury Collection Initiative hotels, which offer a wide range of high-end experiences. Attracting aspiring luxury travelers is an investment – while they might not book luxury for every trip now, they are open to sampling it (and spending on it) and will do so more over time.
To capitalize on increased demand, it’s crucial to effectively communicate the variety of luxury experiences available to travelers, travel agents, and high-end tour operators.
STRATEGIC PRIORITIES
1. Rebrand Luxury Collection Initiative
• Integrate a new luxury campaign within the brand – “Seek & Find”
• Paid media program focused on driving visitation to luxury properties and experiences
• New photo and video shoot
2. Increase investment in trade and marketing partnerships
• Partner with Virtuoso, Internova and Signature networks
• Maximize luxury travel trade and media events
• Media partnerships with targeted outlets and publications
• Host independent events with mix of trade and media guests
Global Spending on Luxury Leisure Hospitality, by Wealth Segment (in $Billions)
3. Curate the Monterey County luxury experience online
• Distinct and targeted section of the new website
• Utilize luxury-focused influencers to extend reach in an authentic way
4. Identify and cultivate emerging luxuryadjacent travelers
• Highlight high-end special occasion opportunities and experiences
• Collaborate with luxury consortium partners to ladder up luxury-adjacent audience
One of the top priorities for this fiscal year is positioning Monterey County in a bigger way to accelerate the return of international travel. International travelers are among the most lucrative and sought after, making them a key focus as they continue to return to the U.S. and to California. While challenges such as visa backlogs from China and the strength of the dollar present hurdles, See Monterey is committed to maximizing economic benefits from this market as it recovers.
The 2024 Visitor Profile Study shows a significant drop in international visitation to Monterey County from approximately 13% pre-pandemic to just 7%. It is crucial to strengthen See Monterey’s presence in key international markets now to gain back lost market share in the future. Doing so ensures Monterey County will be at the top of international travelers’ lists when the state achieves full recovery.
Market
CORE MARKETS
United Kingdom
Canada Mexico
107
OPPORTUNITY MARKETS
Asia (China, Korea, Japan)
Western Europe (Germany, France, Italy)
Trip Spending by Visitor Type
Strategy and Key Tactics
• Maintain Travel Trade and PR representation
• Direct-to-consumer advertising via co-ops and partnerships
• In-market programs throughout the year
• Proactive media and trade FAM hosting
• Travel Trade and PR support on a project basis
• Direct-to-consumer advertising via co-ops and partnerships
• In-market programs throughout the year
• Proactive media and trade FAM hosting
• Opportunistic approach participating in Brand USA and Visit California events and co-ops
• FAM hosting on reactive basis
As Wayne Gretzky famously said, “Skate to where the puck is going to be, not where it has been.”
For See Monterey, this means positioning the destination strategically to capitalize on the resurgence of international travel.
COMMUNITY RELATIONS
Monterey County tourism economy’s greatest asset are its vibrant businesses, dedicated hospitality workers, and the wider community that bring the destination’s inspiring experiences to life for travelers. The Community Relations team plays a crucial role as a catalyst and connector, focusing on engaging with businesses to elevate visitor experiences and drive economic vitality.
The membership program and workshops are designed to strengthen engagement, provide essential business skills, and align efforts for collective success. By leveraging strategic partnerships, maintaining regular communication, and hosting community forums, See Monterey aims to foster collaboration and highlight the positive impact of tourism on community well-being and quality of life.
Through these initiatives, the Community Relations team strives to enhance the tourism experience while supporting the growth and sustainability of the local community.
STRATEGIC PRIORITIES
1. Strengthen Community Connectivity
• Collaborate with community partners and associations
• Develop material to show community benefit
• Use public forums to remind the community of the mission and vision and to report on activities
2. Grow Membership
• Create new member benefits material
• Utilize partnerships to spread the word
• Door-to-door outreach in targeted areas
3. Increase Hospitality Business Engagement
• Continued virtual Meet-a-Member program, member visits, Wayfinding Destination Education Series, and Team FAMs
• Open House to welcome community and industry
• Pulse checks and surveys to hear from members
4. Optimize Destination Services
• Maintain visitor response times, develop visitor resources as necessary
• Further develop See Monterey app and promote usage
• Collaborate with local chambers to drive digital content
COMMUNITY RELATIONS
Goals
Grow Hospitality Business Membership 5% over FY2023-24
Educate On How Tourism Matters Create collateral with key economic drivers of tourism
New Members 100
Host Member Workshops To In-crease Engagement 3
Grow Member Attendance At Hosted Events 5% over FY023-24
Presentations At Key Community Events To Grow Awareness 100
Make the Most of Your See Monterey Membership
See Monterey’s membership program provides local businesses with exclusive opportunities to collaborate, gain visibility, and actively participate in promoting both their business and the destination. Many hospitality businesses are small, owner-operated and without sales and marketing capabilities. Thanks to jurisdiction investments, membership is FREE for all Monterey County hospitality-related businesses.
Membership Benefits Include:
• Visibility: Presence on SeeMonterey.com and the See Monterey app
• Promotion: Highlighting of events and specials
• Marketing Opportunities: Participation in co-ops, inclusion in blogs, social media, press releases, and media pitching
• Sales Opportunities: Engagement in trade shows and missions, referrals to meeting planners, and handling service requests from groups
• Engagement: Access to Virtual Meet-a-Members events and Member Visits
• Education: Workshops on sales and marketing strategies
FINANCE, OPERATIONS, HR & ADMINISTRATION
The backbone of See Monterey consists of Financial Management, Human Resources, Operations, and Governance Administration. Together, this group functions as a service department within a sales and marketing organization. The transformation of the organization’s systems and processes initiated last year will accelerate this year.
KEY AREAS OF FOCUS
• Fostering Culture: Creating a safe, healthy, harmonious, positive, and productive work environment that is inclusive and attracts and retains top talent.
• Transforming Systems and Processes: Empowering the team with self-service and digital capabilities in finance and human resources that are efficient, transparent, accountable, and sustainable.
Finance and Operations
• Implement browser-based accounting, expense reporting, and accounts payable systems with digital controls and approval processes. These enhancements will provide real-time information, reduce payables processing time, and improve cash flow analysis and financial forecasting.
• Maintain organizational insurance, equipment, and supplies to meet the needs of the team.
Human Resources
• Develop and maintain strategic partnerships that support organizational culture and provide critical internal function backups.
• Implement new payroll, expense reimbursement, and performance management systems to achieve time efficiencies and cost savings.
• Elevate talent acquisition and intentional retention programs to foster growth and career transitions.
• Ensure that all team members feel welcome and have equal opportunities to connect, belong, and grow.
Governance and Administration
• Provide administrative leadership and support to the Board of Directors and eight Committees, adhering to best practices and ensuring compliance with the Brown Act and other relevant laws and guiding principles for non-profit organizations.
• Administer and track diversity, equity, and inclusion programs that demonstrate the organization’s commitment to these principles.
2022 – 2024 ARPA MARKETING PROGRAMS
The COVID-19 pandemic severely impacted Monterey County’s tourism economy, and its effects are still felt today. The County of Monterey Board of Supervisors awarded See Monterey $1.8 million for tourism recovery programs from 2022 to 2024, with the FY2024-25 plan covering the final six months.
See Monterey’s ARPA program expands existing strategies and introduces new tactics, guided by six key pillars.
Key Pillars
Countywide Advertising
Wine Country Promotion
Agritourism & Heritage Promotion
Meetings & Conference, and Events
Sustainable/Eco Tourism
Air Service Promotion
Major 2024 ARPA Initiatives
Strategy
Boost advertising and PR, especially in fly and extended markets, with a focus on the off-season.
Partner with MCVGA to promote wine country through media, sponsorships, events, and website redevelopment.
Enhance and promote existing agritourism programs and products, develop new initiatives, and focus on ag-centric marketing promotions.
Increase advertising and PR for events, participate in tradeshows, and create an incentive fund to attract groups and special events.
Strengthen sustainable travel initiatives, promote responsible tourism, and develop local partnerships.
Advertise and promote to attract new airlift to MRY and increase visibility in current direct service markets.
• Responsible Travel Billboards throughout the Bay Area
• Activation at U.S. Travel’s IPW, the world’s largest tradeshow for national and international travel buyers
• New Minneapolis/St. Paul flight launch advertising and PR campaign, including wrapped train cars on Minneapolis’ METRO light rail system and a meeting planner FAM trip
• Atlas Obscura media partnership “Discover the Surprising and Hidden History of Monterey County”
