TORONTO — Visit California has renewed its Canadian representation with Zeno Group Canada, extending the partnership for another five years following a competitive review.

The renewed mandate extends a relationship that began in 2022 and will see Zeno continue serving as Visit California’s agency of record in Canada, leading integrated communications, travel trade engagement, partnerships and content development for the destination marketing organization.

“Canada remains one of California’s most important international markets, and Zeno is an important strategic partner in helping Visit California engage with Canadian travellers and industry stakeholders,” said Caroline Beteta, President and CEO of Visit California. “Their deep understanding of the market, combined with their ability to deliver integrated, insight-driven programs, makes them the right extension of our team to help strengthen our connection with Canadian travellers in the years ahead.”

Since being appointed to represent Visit California in Canada, Zeno has led several initiatives aimed at strengthening the destination’s presence in the market, including the California Loves Canada campaign, which sought to deepen connections with Canadian travellers, media and travel industry partners.

“We’re incredibly proud to continue our partnership with Visit California and build on the momentum we’ve created over the past four years,” said Julie Georgas, President and Head of Creative at Zeno Group Canada. “Our work has focused on celebrating the deep connection between Californians and Canadians and reinforcing that California remains a welcoming destination for Canadian visitors. We’re excited to continue building on that foundation in the years ahead.”