Visit California retains Zeno Group Canada for five more years

Visit California has retained Zeno Group Canada as its agency of record in Canada for another five years following a competitive review.

The renewal extends a partnership that began in 2022, with Zeno continuing to lead integrated communications, travel trade engagement, partnerships and content development for the destination marketing organization in Canada, reads a press release.

“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, in a statement. “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 representing Visit California, Zeno has led several high-profile initiatives including the California Loves Canada campaign, which strengthened connections between California and Canadian travellers, media and 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, in a statement. “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.”

Zeno will continue to support Visit California’s efforts to drive visitation and strengthen its presence among Canadian travellers.

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