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 Modelled
after a successful string of California tourism advertisements
featuring actors like Clint Eastwood, the new spots
will feature 'stars of California's food and wine world,'
said Nancy Light, communications director of California's
Wine Institute.
Light says that well known chefs and winemakers would
be featured. It was too early to disclose names, she
said. It has not been announced exactly what part the
governor will play.
The television spots, which start in February, will
be funded through a five-year promotional partnership,
announced this week, between the California Travel &
Tourism Commission (CTTC), a private non profit company,
and the California Wine Institute.
'California is the most visited state in the US for
food and wine-related activities,' said CTTC Executive
Director Caroline Beteta in a press release.
America's largest wine producer, California has nearly
2,300 wineries and accounts for 90% of US wine production.
According to statistics quoted in the CTTC statement,
the top 17% of American leisure travellers – some
27.3m people – have engaged in culinary or wine-related
activities when travelling.
Well-educated and more affluent than other US travellers,
they cross most age groups, and take almost seven domestic
and international trips per year: 15% more than the
average US leisure traveller.
To further develop such travel, the partnership will
also fund a new culinary website and sponsor publicity
and special events over the next five years, Light said.
The Terminator Governor is always keen tp promote
California in any capacity he can. He is leading a trade
delegation to India in a couple of months to promote
trade between India and California.
In India, no form of publicity is allowed in any
form to promote wine, a sharp contrast with California
whose Governor is willing to go live to promote the
cause of an industry that is in dire need of promotion.
Maharashtra has a lot of similarities with California
in wine making.
Resource: Decanter
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