Visit SLO CAL, the official tourism board for San Luis Obispo County, located in the centre of California’s Central Coast, has appointed Hills Balfour as its new communications and trade agency to drive the organisation’s integrated sales, marketing and PR strategy in the UK & Ireland following a competitive pitch process. 

As destination representation specialists with over 20 years’ experience in the travel and tourism industry, London-based MMGY Hills Balfour will implement an integrated strategy for Visit SLO CAL from March 2023 through to July 2025. The agency will leverage its industry relationships and expertise in positioning iconic and emerging destinations to the UK and Irish consumers to tell SLO CAL’s story through trade, media and influencers. The strategy will largely focus on increasing awareness of SLO CAL as a must-see destination for visitors to California.