TO LOVE LIBERTY IS TO BREATHE HOPE!
An update from CEO Laurie Baker
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It has been said many times – and I am a firm believer – that Redding is a resilient, strong and supportive community. This country was built upon the idea of liberty for all which breeds creativity and resiliency. As we band together to be #ReddingStrong, we also need to make time for self-care. Self-care does not mean by-yourself-care, it means we help one another find a place of rejuvenation. At the Redding Visitor Bureau, we strive to help supply to others what they can’t do on their own. Our role is to invite visitors to spend money by eating, playing and staying in Redding to increase Redding's tax base and clientele for local businesses.
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Reading this newsletter will shed light on a few programs meant to build new clientele and more revenue for our local community. For example, we will show you leads we pull into our website due to our advertising that we then pass on to our local stakeholders. You will also see a Visit California video where Redding secured a spot along with the big California destinations, and you will get a link to view the RCVB 2019-20 annual report, highlighting our top accomplishments from the past year.
Your Visitors Bureau will continue to support and create opportunities for those who are reeling from the emotional and financial impact of severe fire and pandemic exhaustion. Life and Liberty to all!
Laurie Baker
CEO, Redding Visitors Bureau
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SENDING VISITORS YOUR WAY
Visit Redding funnels website visitors to local business and attraction websites
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The Redding CVB aims to increase local stakeholder support through the impact of tourism. With integrated efforts from ads, public relations, search engine optimization (SEO), search engine marketing (SEM), and various updates throughout the year, the Visit Redding website delivers traffic to the websites of our local partners. The RCVB delivered more than 50,000 outbound clicks to partner websites during the 2019-20 fiscal year, which includes top attractions such as Turtle Bay Exploration Park, Lake Shasta Caverns, Cascade Theatre, Redding Recreation, and the Redding Civic Auditorium.
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REDDING SHOWCASED IN VISIT CALIFORNIA COMMERCIAL
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The Redding Visitors Bureau partners with larger organizations like Visit California to bring more exposure to the city and put Redding on the map for both in-state, domestic and international tourism. After years of working closely with Visit California, Redding was selected in prestigious company alongside Disneyland, Universal Studies Hollywood, and San Diego to have a cameo in VisitCA's new "Never Normal" commercial, furthering California's message of readiness and safety prioritization for prospective travelers. The video embraces the idea that we as a state were "never normal" to begin with and encouraging people to "roll with it."
Redding is showcased with wakeboarding on Shasta Lake, which was video supplied to Visit California from the RCVB's "Our Water, Your Way" campaign launched in August 2020. The RCVB likes to use local talent as much as possible and this video footage was shot and produced by Redding's own Cameron Lievense.
The Visit California commercial will air in various online TV platforms and on regular TV in partnership with the California Broadcaster's Association.
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RECAPPING A YEAR OF MARKETING
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The Redding CVB knows tourism and uses a multitude of approaches and mediums to reach a mix of potential travelers so the City of Redding can continue to generate Transient Occupancy Tax (TOT) from visitors. The more TOT visitors pay means more money for the city's General Fund to pay for police, fire, roads, etc.
The annual report submitted to the City of Redding showcases how the Redding CVB team promotes the region and carries out marketing initiatives to attract visitors. By reading the RCVB's annual report, you can see our website impact, designed brochures, international activity, how we measure marketing effectiveness, the impact from TV, support sporting and local events, film, public relations, social media, and customer service.
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REDDING IN THE NEWS
Redding gaining exposure through media outreach
Media outreach is one of the many marketing initiatives of the Redding CVB. When a positive article about Redding appears, it's very likely our team assisted in the publication of the story -- whether it's providing photos, hosting a travel writer or connecting the author to local contacts and experts.
The result of the published work is called "earned media," which is part of our public relations strategy and it appears to the general consumer in a native and organic way of advertising. Below are a few of the earned media articles from September.
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Spanning the Sacramento River in Redding‘s Turtle Bay Exploration Park, this bridge gets its name from having a working sundial that can record shadows for four hours a day.
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While communities up and down the state and across the country dealt with shutdowns and canceled events, the Northstate always has something to offer—the great outdoors.
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Lassen Volcanic National Park is perhaps most famous for being home to four types of volcanoes; visitors can actually hike a dormant volcano right up to its crater, says Kara Harns, creator of the lifestyle travel blog Whimsy Soul.
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Follow the Redding Visitors Bureau on Social Media!
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