4
The CVC works to secure media exposure for Santa Cruz County as a travel
destination. Building and maintaining media relationships through writing and
submitting press releases, media newsletters, pitching story ideas and hosting
press visits are critical to the success of the public relations program. Tourism-
related businesses are encouraged to submit newsworthy items and story ideas
for inclusion in the CVC’s press activities.
SOCIAL MEDIA
To continue the conversation with fans
of Santa Cruz, the CVC implements
Facebook (
santacruz), Twitter (@visitsantacruz)
and Instagram (
visitsantacruz) platforms to push
out messaging about the destination,
partner news and information, and
aspirational content. Encouraging
followers – whether they are visitors or
CVC partners – to repost, re-Tweet or
tag us is a critical way to keep audienc-
es engaged.
PARTNERSHIP WITH VISIT CALIFORNIA,
BRAND USA
To leverage its resources, the CVC also
partners with Visit California, the state
tourism agency. e CVC partici-
pates in Visit California-sponsored
media receptions and provides story
leads, hosts domestic and interna-
tional media representatives and is
featured on the
com website. Santa Cruz has also
been featured in three Visit California
marketing campaigns, “True Califor-
nians”, “Playground California”, and
“Dream Big” which included national
and international print and broadcast
components.
e CVC has a continuing partnership
with Brand USA - a public-private
marketing entity - to attract inter-
national visitors. ree multi-level,
themed marketing campaigns have
been initiated, including hosted
videos, feature stories and dynamic
photography illustrating the destina-
tion. is content was featured on
the CVC website,
org which hosts over half a million
visits annually, on Discover America’s
website,
and through the CVC’s own market-
ing, media relations, and social media
e orts.
PUBLIC
RELATIONS
& MEDIA
For informatio o
Publi Relations &
Media, pleas cal
Christin Glyn at
831.429.7281 ext. 112
