INSIGHT
California is a big place. The state is larger than most European countries leaving many visitors overwhelmed and locked within the city limits of San Francisco or Los Angeles. But with 840 miles of coastline, 38 amusement parks and the most national parks of any state; there is a lot more out there to explore. You just need a set of wheels.
Visit California launched Road Trip Republic, a campaign to encourage travelers to take the roads less traveled and see all that the Golden State has to offer. But with so much on offer, Visit California needed a way to match traveler’s passion points to a truly personalized itenerary.
CREATIVE
Personalization is a cornerstone of the Pinterest experience. 82% of Pinners say that content on the platform feels personalized to them, more so than other search and social platforms.
Using the Pinterest API, we helped develop a unique digital experience where interested travelers could answer a few short quiz questions and automatically build a personalized itinerary board that saved directly to their Pinterest profile.
RESULTS
First ever API for a travel brand on Pinterest as well as the first international travel media buy, targeting Pinners in US, UK, Canada and ANZ. After a the initial first few months, the team saw significant engagement and extended the campaign into an always-on activation on Pinterest. The campaign was also featured on the Pinterest Business site as a best-in-class creative partnership from a travel brand.
My role: Pinterest creative strategy lead
Creative: Mering || Production: Wildfire