Elevating Sacramento From Cow-Rown to Culinary Capital

We embraced Sacramento's agricultural roots to position the city as a leading culinary force.

Overview

Sacramento wanted to move beyond its reputation as a government city and attract more leisure travelers. Located in one of the world’s richest agricultural regions, we leaned into its farm-fresh roots to elevate the city’s culinary profile.

Our Approach

We executed a culinary-first media campaign spanning thought leadership and consumer storytelling. We hosted three press trips focused on Sacramento’s food scene, led NYC media tours around the first-ever Terra Madre Americas festival, and partnered with Visit CA and neighboring DMOs to drive regional visitation.

Results

Through strategic storytelling backed by years of data and research, we put Sacramento on the culinary map, solidifying its reputation as a must-visit dining destination. We landed national broadcast segments, feature print stories in Saveur and The Wall Street Journal, and even Michelin-starred chefs have started talking about Sacramento. But the biggest win of all? We even made our neighbors in San Francisco jealous of all the attention.

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