MLT, MMSA, and Visit California hosted a California themed FAM this last January. The Global Surf & Snow press trip was designed to showcase California as a Winter Adventureland from mountains to coast. The six participating media from Australia, Canada, Ireland, Mexico and the UK were on assignment for syndicated and national newspapers, influential travel blogs and popular lifestyle websites with a collective reach of 4.5 million. Their combined social media reach across Twitter and Instagram totals over 100,000 followers, who were exposed to approximately 200 posts documenting their experiences in real time.
From skiing and lake hopping in Mammoth Lakes to surfing and paragliding in San Diego, the outdoor experience pillar was the centerpiece of the program with additional storylines on craft beer, wellness and emerging neighborhoods threaded throughout the 6-day itinerary. Confirmed editorial features to run in El Financiero, Metro News Canada, Sporteluxe, Fairfax Traveller, A Lady in London and The Irish Times.
Here is one of the first placements: