Nom Life + Expedia

Objective

Launch Visit California’s presence within Expedia’s Travel Shops; a new beta initiative designed to merge inspiration with booking intent, allowing travelers to explore themed California itineraries curated by both the brand and influencers.

Strategy

Visit California developed five curated collections, including one in collaboration with food and travel influencer @nom_life, to drive awareness and engagement with California’s diverse travel experiences. The program activated across Meta and Pinterest, emphasizing high-quality creative and native storytelling to reach both inspiration- and intent-stage travelers.

Results

• 11.3MM impressions delivered, 108% to goal, reaching more than 4.2MM unique users.

• Generated 16K+ pageviews with an impressive average time on page of 2:17, demonstrating deep engagement and content resonance.

• UGC and Meta Ambassador content achieved CTRs above 2.8%, signaling strong creative performance and authenticity impact.

• Pinterest accounted for 67% of total impressions, with a healthy 0.49% CTR, reinforcing the platform’s role as a key driver of early-stage trip inspiration.

• Since launch, California searches on Expedia increased 6.2% year-over-year, indicating measurable destination interest lift.

Key Takeaways

The Travel Shops pilot successfully proved the power of curated digital storefronts for destination marketing. Despite limited time in market, Visit California content drove meaningful discovery, dwell time, and social engagement - establishing a foundation for future conversion optimization as Expedia refines the program. The strong synergy between influencer storytelling and platform integration positioned California as both aspirational and bookable.