Visit California has named
Gale its global brand advertising agency of record across brand strategy, creative and media.
Gale was chosen after a competitive review. This is the first major change Visit California has
made to its core brand agency in more than 20 years.
Gale's remit is to deliver both key marketing intelligence and strong creative to reach audiences in 14 countries, leading the platform
into a new era. Dates for first work have yet to be announced.
Visit California President/CEO Caroline Beteta said Gale was chosen “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.”
A privately funded company, Visit
California oversees the state's tourism industry’s annual media investments of approximately $55 million.
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In May, California Gov. Newsom noted recent data showing statewide travel
spending reaching a record high $158.9 billion in 2025, reinforcing the Golden State’s position as the No. 1 travel destination in the U.S. San Francisco is a key driver of the
state’s tourism economy, with visitor spending reaching $14.2 billion in 2025, aided this year by World Cup fever.
Andrew Noel, Gale CEO, said the agency would “bring innovative
approaches to capture attention and demand and help even more visitors experience everything California has to offer.”