Baja Targets Tourists With Latest Campaign

bajacalifornia.jpg Baja California has teamed with Allison & Partners to improve its image among prospective U.S. tourists. The firm signed a $300,000 contract with Baja officials this week. Another $100,000 has been set aside to sponsor trips for journalists to the state, and $100,000 is budgeted for social media outreach.

Allison & Partners will work with the San Diego-based company Crossborder Group for the effort. The campaign will highlight attractions such as area wineries and target those with interests in sports and cruises as well as universities and chamers of commerce.

The decline in Baja tourism can be attributed to a number of factors including the H1N1 outbreak, violence, and the economic recession.