Visit California, the Golden State’s tourism promotion authority has named travel and tourism shop NJF its PR agency of record.
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.