With California’s popularity as a tourism destination and the ever-increasing influence of the Web on travel decisions, the need for quality editorial and photography to help travelers research and plan travel to the state continues to rise. CTTC has defined the need to better integrate consumer content, including editorial and photos, across its various media platforms (publications, Web sites, PR vehicles).

CTTC works to centralize all content, facilitating better dissemination throughout CTTC and to partner organizations. This centralization enables CTTC to efficiently deliver relevant content to the consumer while also providing maximum exposure for partners, constituents and tourism businesses. The Content Submission Tool, available on tourism.visitcalifornia.com, establishes an efficient workflow to manage content submissions from partners, generate greater transparency for the industry and effectively deliver key brand-aligned content to the consumer.

Updates were made to streamline the Content Submission Tool. Partners can now submit destinations to have a business listed, submit editorial ideas, photos and videos, as well as communications-related content for press releases, What’s New, etc. Partners can also denote whether they are updating existing content or entering a new entry, and there are more tips and explanations about the submission process.

In 2009-2010, CTTC will evaluate the Content Submission Tool for ease of use, and continue cataloging content assets. The launch of a Digital Assets Management System will allow for greater collection and cataloging of content.

• Integrate all CTTC assets and manage future content integration
• Identify Web site content needs and work with content providers to fill needs
• Utilize resources effectively
• Greater depth of content across all CTTC Web platforms through the increase content