Butte County steps up tourism efforts

Editor’s note: Government agencies all around our region are ramping out their tourism efforts. The latest press release is here:

“The newly formed Butte County Tourism Business Improvement District (TBID) board of directors have selected SMG Consulting and The Abbi Agency as the organization’s agencies of record. The agencies will work in partnership with the board and key community stakeholders to build the marketing plan, brand, website and creative campaign that will showcase this Northern California destination to regional travelers.

“SMG Consulting is a South Lake Tahoe marketing strategy firm with experience guiding travel marketing efforts for dozens of California destinations, including Santa Barbara, Santa Cruz and Mendocino County. SMG Consulting has worked with more than 15 TBIDs in California and across the nation, and is widely recognized as an expert in TBID-funded marketing strategy. The Abbi Agency is an integrated creative, digital and public relations firm with offices in Reno, Las Vegas and New York. The agency’s travel experience includes award-winning work with North Lake Tahoe and TravelNevada, as well as advertising and public relations initiatives for organizations such as Fly Reno-Tahoe.

“’The Explore Butte County board is committed to taking all the steps needed to create a successful brand for Butte County and we believe that SMG Consulting and The Abbi Agency are the right partners to help us accomplish our goals,’ said Bruce Spangler, president of the Explore Butte County Board. ‘Our board and our agency teams are like-minded in our approach to the brand effort and committed to getting things done. Our top goal is to ensure that stakeholders see the actionable results of our efforts.’

“The two agencies will take an integrated approach to branding, advertising creative, story-driven content and website development, showcasing the recreation, agriculture, arts, brewing and dining of the Northern California county.

“’Butte County is a destination ripe for discovery and exploration with a storied brewing history, deep agricultural roots, world-class recreation and a thriving arts and dining scene,’ said Carl Ribaudo, president of SMG Consulting. “We are proud to introduce this beautiful corner of Northern California to new visitors.’

“Butte County includes the towns of Chico, home to California State University, Chico; Oroville, a Sierra Nevada foothills town on the edges of the Feather River and Lake Oroville; and Paradise, a gold rush town nestled between the Butte Creek and Feather River canyons.

“The region is notable as the birthplace of Sierra Nevada Brewing Co., which introduced the country to West Coast IPA-style craft beer. The diverse landscape also includes Bidwell Park, one of the largest municipal parks in the nation, and Lake Oroville, a vast recreation area for hiking, camping, boating and fishing. The region’s rich agriculture features family-owned wineries, farms and orchards.

“’California travelers are thirsty for authentic experiences in their own backyard and Butte County delivers that for a wide variety of visitors,’ said Abbi Whitaker, co-founder of The Abbi Agency. ‘We are focused on building a brand and travel marketing campaign that is true to the diverse cultural and geographic landscape of Butte County, and entices travelers of all stripes to explore the county deeply.’

“The Butte County Tourism Business Improvement District was created in November 2015 to market the area to visitors. The organization plans to work with SMG Consulting and The Abbi Agency following the campaign’s first phase to build content marketing, public relations and social media initiatives that will raise the profile of the destination.”

Author: jeffpelline

Jeff Pelline is a veteran editor and award-winning journalist - in print and online. He is publisher of Sierra FoodWineArt magazine and its website SierraCulture.com. Jeff covered business and technology for The San Francisco Chronicle for years, was a founding editor and Editor of CNET News, and was Editor of The Union, a 145-year-old newspaper in Grass Valley. Jeff has a bachelor's degree from UC Berkeley and a master's from Northwestern University. His hobbies include sailing and trout fishing.

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