Strategic Marketing Plan: Executive Summary - the California ...
Strategic Marketing Plan: Executive Summary - the California ...
Strategic Marketing Plan: Executive Summary - the California ...
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Visit <strong>California</strong>’s Five-Year <strong>Strategic</strong> <strong>Marketing</strong> <strong>Plan</strong>—<br />
<strong>the</strong> Brand Enrichment <strong>Plan</strong>—is a roadmap for strategically<br />
marketing <strong>California</strong> in a way that is responsive, creative<br />
and forward thinking. It was developed in close partnership<br />
with industry leaders who served on Visit <strong>California</strong>’s<br />
<strong>Strategic</strong> <strong>Plan</strong> Task Force and provided invaluable assistance<br />
in creating a marketing plan that will fortify <strong>the</strong> <strong>California</strong> brand and<br />
capitalize on emerging opportunities. This <strong>Executive</strong> <strong>Summary</strong> captures<br />
key highlights of <strong>the</strong> 2011–2016 <strong>Strategic</strong> <strong>Marketing</strong> <strong>Plan</strong>. The full plan is<br />
available at industry.visitcalifornia.com. We invite you to learn more and to<br />
join us as we continue <strong>the</strong> tradition of excellence and innovation that is truly<br />
<strong>the</strong> spirit of our industry and of <strong>California</strong>.<br />
CAROLINE BETETA<br />
President & CEO,<br />
Visit <strong>California</strong><br />
Deputy Secretary for Tourism,<br />
<strong>California</strong> Business, Transportation<br />
& Housing Agency<br />
EXECUTIVE SUMMARY 1<br />
CTTC_5yr_ExecSumm_LINO.indd 1 2/16/12 9:02 AM
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