Visit California, the Golden State’s tourism promotion authority has named travel and tourism shop NJF its PR agency of record.
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The account win, which became official in July, follows an RFP bid the non-profit issued earlier this year.
The MMGY Global unit will work to position the Golden State as a premier travel destination through a communications program that will include PR, influencer outreach and experiential activations.
The Visit California account will be led from NJF’s Los Angeles and New York offices.
New York-based NJF, formally known as Nancy J. Friedman Public Relations Inc., is ranked number-five for travel PR by O’Dwyer’s, accounting for nearly $9.3 million in travel-related net fees last year. Kansas City-based MMGY acquired NJF in 2016.
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