Visit California has renewed its partnership with Zeno Group Canada, confirming the agency as its official agency of record in Canada for an additional five years. The decision follows a competitive review process and builds on a relationship that started in 2022.

Under this ongoing partnership, Zeno Group Canada continues to oversee integrated communications, travel trade engagement, partnership development, and content creation for Visit California within the Canadian market. The agency's work has focused on deepening the destination's ties with Canadian travellers, media outlets, and industry stakeholders.

Caroline Beteta, President and CEO of Visit California, emphasized the significance of the Canadian market to the organization's international strategy. She noted that Zeno's thorough market knowledge and its capacity to execute cohesive, data-informed campaigns position the agency as a valuable partner for strengthening ties with Canadian travellers going forward.

Over the last four years, Zeno has spearheaded several notable campaigns, most notably the California Loves Canada initiative, which helped foster stronger bonds between California and Canadian travellers, media, and industry partners. This campaign, along with other efforts, has kept Canadian travel interest in California strong.

Julie Georgas, President and Head of Creative at Zeno Group Canada, expressed enthusiasm about continuing the collaboration. She highlighted that the agency's focus has been on showcasing the meaningful connection between Californians and Canadians, while reinforcing California's image as a welcoming destination for visitors from Canada. Georgas noted the team's excitement to build further on this foundation in the coming years.

Moving forward, Zeno will continue supporting Visit California's broader goals of increasing visitation and reinforcing its brand presence among Canadian audiences.