Butte County Tourism Business Improvement District Hires SMG Consulting and The Abbi Agency to Build Tourism Campaign

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SMG Consulting and The Abbi Agency will showcase recreation, dining, agriculture and arts within the Northern California county

A hiker looks out toward Lake Oroville from the top of Feather Falls, a 410-foot waterfall in Butte 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.

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.

About SMG Consulting
SMG Consulting is a South Lake Tahoe, Calif. boutique marketing consulting firm that provides a range of marketing and strategic planning services for the tourism, recreation and hospitality industries. Headed by president Carl Ribaudo, the company has worked for destination marketing organizations across California, including Santa Barbara, Mendocino County, Santa Cruz and South Lake Tahoe. Learn more at smgonline.net

About The Abbi Agency
The Abbi Agency is an integrated creative, digital and public relations agency with offices in Reno, Las Vegas and New York. The agency has executed award-winning travel marketing campaigns for clients including North Lake Tahoe and TravelNevada. The agency works extensively in the travel and tourism industry, while also growing robust technology, economic development and governmental affairs divisions of the company. Learn more at theabbiagency.com

About Explore Butte County
Explore Butte County is a Tourism Business Improvement District created in November 2015 to market Butte County as a travel destination. Butte County includes the towns of Oroville, Chico and Paradise, and is home to recreational attractions like Lake Oroville, Bidwell Park and Feather Falls. The county is the birthplace of brewing pioneer Sierra Nevada Brewing Co. and has a rich and diverse agricultural economy.

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David Bunker
The Abbi Agency
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