Visit California announced the renewal of its partnership with Zeno Group Canada, retaining the agency as its Canadian agency of record for another five years following a competitive review.
The renewed agreement extends a relationship that began in 2022, with Zeno continuing to oversee integrated communications, travel trade engagement, partnerships and content development for the destination marketing organization in the Canadian market.
"Canada remains one of California’s most important international markets, and Zeno is an important strategic partner in helping Visit California engage with Canadian travellers and industry stakeholders," said Caroline Beteta, president and CEO of Visit California.
"Their deep understanding of the market, combined with their ability to deliver integrated, insight-driven programs, makes them the right extension of our team to help strengthen our connection with Canadian travellers in the years ahead."
Since taking on the account, Zeno has led several initiatives aimed at the Canadian market, including the California Loves Canada campaign, which focused on strengthening ties between California and Canadian travellers, media and travel industry partners.
"We’re incredibly proud to continue our partnership with Visit California and build on the momentum we've created over the past four years," said Julie Georgas, President and Head of Creative at Zeno Group Canada.
"Our work has focused on celebrating the deep connection between Californians and Canadians and reinforcing that California remains a welcoming destination for Canadian visitors. We're excited to continue building on that foundation in the years ahead."
Under the renewed mandate, Zeno will continue supporting Visit California's efforts to increase visitation from Canada while maintaining the destination's profile among Canadian travellers and the travel trade.
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