…is, apparently, in California. The California Travel & Tourism Commission and the Wine Institute are teaming up to promote the ‘Land of Wine and Food’ nationwide.
Building on California’s allure as America’s “Capital of Culinary Travel,” the California Wine Institute and the California Travel and Tourism Commission (CTTC) have entered into an historic partnership to promote the state’s wine and cuisine offerings to the fast-growing travel segment of culinary connoisseurs — and those who aspire to be.
The heart of the campaign focuses on a new LandofWineandFood.com Web site which will debut at wine and food and travel media events in New York. Also to be unveiled at the New York events will be an exciting new national TV campaign featuring Governor Schwarzenegger, First Lady Maria Shriver and wine and culinary celebrities promoting California’s rich bounty of wine and food. The spot is scheduled to begin running on February 4 in major markets across the U.S. Print ads featuring top chefs and winemakers, such as Heidi Barrett, will also run in various wine, food and lifestyle magazines throughout the winter and spring.
Consumers will find a rich and unique Web site that will virtually pull them into California, “The Land of Wine and Food.” Exciting features include: an Interactive Wine Region Explorer, showcasing the best California wine regions for their favorite varietals as well as wine and food itineraries; Travel Tips Video Shorts from California wine and food pioneers, sharing tips such as the best way to find locals’ favorite eateries; blogs featuring wine and food luminaries like Pat Kuleto, Duskie Estes and Andrew Firestone of Curtis Winery; Local Californian’s Point of View Tips, where locals tell visitors their favorite things to do and places to visit; and a chance to win exclusive culinary adventures in California.
California boasts nine of the top 10 U.S. agricultural counties, which grow a diverse assortment of fresh produce that many fine chefs demand in California’s 80,000 restaurants and eateries, says CTTC Executive Director Caroline Beteta. “California is the most visited state in the U.S. for food and wine-related activities, but our research shows there’s still a lot of potential for growth in wine and food travel to our state,” said Beteta.