Media familiarization tours (fams) and press trips offer a chance for media to visit California and learn firsthand about the variety of story options available throughout the state. CTTC only pursues trips with top-tier media, offering them personal/custom trips to assist with story content and development. By targeting top freelance journalists, CTTC can reach out to a variety of media outlets in key markets and extend personal trip invitations to specialty/niche writers. Additionally, CTTC regularly sends out fam leads to industry partners each year for regional follow-up. The Communications team also actively responds to requests from media interested in attending a familiarization tour to California, whether to research a particular area or city or to gather information on a particular story.

In conjunction with the April Los Angeles Media Reception, CTTC plans to host several top-notch journalists on fam tours of the Bay Area and surrounding regions. CTTC also increased the number of domestic journalists visiting California on a fam trip, including the number of Tier 1 publications. Feedback received from journalists proves that this is an invaluable program; the best articles come from personal experience. Placements have included My Midwest inflight magazine, Family Circle, the U.S. Airways magazine, Forbes Traveler, Passport, Minneapolis Star Tribune, epicurious.com, National Geographic Traveler and Conde Nast Traveler.

Moving forward, CTTC will be reviewing new opportunities for partnering with the industry to bring top tier media to California on fam trips. When many media outlets are cutting back on funds and trimming staff, it will be more important than ever to cover as many aspects of a visiting media’s trip, as well as to accommodate additional trips. CTTC will also invite media from domestic feeder markets and Canada to participate in group or individual fams. Additionally, CTTC plans to invite media to participate in fams surrounding the San Francisco Media Reception in September.

• To increase awareness of the California product through earned media, measured by placement and ROI value for stories by journalists who visited California on a CTTC-sponsored/organized press trip, and by overall media ROI.
• To develop long-term relationships with media who visit California on fams, so CTTC is seen as a key resource and expert on the California product.
• To increase the number of partners interested in assisting with media visiting California on fam tours.
• To coordinate two to three group fams for three to five journalists and coordinate six to 12 individual fams to California.