New York, NY – July 10, 2026 – Visit California, the nonprofit organization keeping California top-of-mind as a premier travel destination, has named GALE its Global Brand Advertising Agency of Record across brand strategy, creative, and media. Selected following a rigorous procurement process, GALE will help drive the next chapter of innovation for a brand platform that has long fueled a cornerstone of California’s economy. This is the first major change Visit California has made to its core brand agency in more than 20 years.
Central to the partnership will be GALE’s ability to deliver marketing intelligence and bold creative in equal measure — a proven model that global consumer brands and commodity boards have relied on to drive measurable results at scale. Visit California will leverage the full breadth of GALE’s capabilities, including brand and business strategy, data analytics, creative, production, technology, and end-to-end media, to reach and inspire diverse audiences across 14 countries around the world.
“Travel and tourism is one of California’s most powerful economic engines, and the responsibility of marketing it to the world is one Visit California doesn’t take lightly,” Visit California President & CEO Caroline Beteta said. “After an extensive search, GALE stood out for its proven track record, sophistication to operate at global scale and a business intelligence approach that major consumer brands and commodity boards rely on to drive real results. This partnership is about building on a platform that has made California one of the most recognizable destinations on earth and equipping it with the tools and thinking to lead into a new era.”
Visit California is a private industry-funded entity – not supported by taxpayer dollars – which is led by a board of directors comprised of executives from the state’s top tourism companies. The organization stewards the California tourism industry’s annual media investments of approximately $55 million, and this partnership continues a 30-year track record of marketing California as a world-class destination to drive visitor spending to the state.
“California’s tourism offering has a great story, and we’re excited to tell it with the precision and creativity necessary to drive real connection in today’s marketing landscape,” said Andrew Noel, CEO of GALE. “We look forward to working with Visit California to bring innovative approaches to capture attention and demand, and help even more visitors experience everything California has to offer.”
