Visit Pasadena Wins Visit California Poppy Award for Best Sustainability or Resilience Campaign

Visit Pasadena, the official destination marketing organization for the City of Pasadena, has been honored with a Visit California Poppy Award for Best Sustainability or Resilience Campaign. The ceremony took place on March 11 at the Gaylord Pacific Resort & Convention Center. The organization earned recognition for its impactful, multifaceted Recovery Campaign, which highlighted Pasadena’s strength, adaptability, and community-driven approach to tourism.

Visit Pasadena’s Recovery Campaign was brought to life in partnership with Pastilla Creative Agency, which led creative development for the “Come Through” campaign, and Madden Media, which managed media execution. The “Meetings Bloom Stronger” initiative was developed in collaboration with Go Fish Digital. Together, these efforts were designed to support local businesses and restore visitor confidence following the devastating 2025 Eaton Canyon wildfire.

Through an integrated mix of digital storytelling, media outreach, and strategic partnerships, the campaign showcased the resilience of Pasadena’s hospitality community and reinforced the city’s reputation as a welcoming and dynamic destination.

“We are incredibly honored to be recognized by Visit California with this Poppy Award,” said Kristin McGrath, Executive Director of Visit Pasadena. “Our Recovery Campaign was a true community effort, and this recognition reflects the resilience, creativity, and collaboration of our local partners and stakeholders. Pasadena continues to thrive because of the people and businesses who care so deeply about our city.”

“California’s tourism industry continues to set the standard for creativity and excellence,” said Caroline Beteta, President and CEO of Visit California. “This year’s Poppy Award winners have demonstrated exceptional innovation in their campaigns, showcasing the incredible diversity and vitality that makes California the nation’s top travel destination. We’re honored to recognize their outstanding contributions to our industry.”

Visit California’s biennial Poppy Awards recognizes destinations and attractions across California for excellence in tourism marketing and destination stewardship. A panel of industry marketing experts reviewed more than 170 submissions for the 2026 awards and selected winners across eight categories.

The awards ceremony was held during Visit California’s annual Outlook Forum industry conference, which took place March 10-12 and was attended by more than 800 tourism industry leaders.

Comedian, actor, and host of the California Now podcast Josh Meyers hosted the awards ceremony, bringing his signature humor and deep affection for the Golden State to the evening festivities.

2026 Poppy Awards Winners
Best Brand Advertising Campaign
($1 million & up)

• San Diego Zoo ‘Pandas Are Coming’ Brand Campaign – San Diego Zoo Wildlife Alliance
• We Love LA – Los Angeles Tourism & Convention Board

(under $1 million)
• 100 Days of Belmont at Belmont Park – Belmont Park
• Visit Oxnard Brand Refresh: “A Beat Apart.” – Visit Oxnard

Best Content Marketing

• SIXT “Undercover Laker” Program with Lakers Legend James Worthy – SIXT Rent a Car, LLC
• The “Whizzle Stop”: The Swankiest Restroom on Rails – Mendocino Railway
• Portraits of San Diego: A Culture of Happiness – San Diego Tourism Authority

Best Influencer Campaign

• OSEA x Murrieta Hot Springs: Reviving History Through Wellness – Murrieta Hot Springs Resort
• “Meet Me at The Flower Fields” Modern Day Pen-Pal Campaign – Visit Carlsbad

Best Public Relations Campaign

• Dino Valley Grand Opening – LEGOLAND California Resort
• Launch of FOSO (Fiber Optic Symphonic Orchestra) at Sensorio – Sensorio
• Visit Anaheim Launches Kid-Powered Imaginagency – Visit Anaheim

Best Strategic Partnership

• Baby Shark’s 10th Anniversary x HoJo Anaheim’s 60th: A Splashy Family Fun Partnership – Howard Johnson Anaheim
• Travel The Cannabis Trail – Visit Oakland

Best Sustainability or Resilience Award

• The Intersection of Sustainability and Hospitality – The Ranch at Laguna Beach
• Visit Pasadena’s Recovery Campaign – Visit Pasadena

Best Trade or Media Activation

• London Week – Visit Newport Beach
• 7 Paintings: The Art of Dining – The Ameswell Hotel

California Welcome Center of the Year
• California Welcome Center – Oceanside – Visit Oceanside

To close the evening, Caroline Beteta, president and CEO of Visit California received the California Dreamer Award, in recognition of her longstanding commitment to travel and tourism and her visionary leadership in creating and guiding Visit California. The California Dreamer Award honors individuals who embody California’s pioneering spirit and have made exceptional contributions to the state’s tourism industry.

About the Poppy Awards
Crafted by California artisan Nicholson Blown Glass in Auburn, Poppy Awards are bestowed every two years to acknowledge the best of California’s tourism promotion. Programs started Jan. 1, 2024, or after were eligible for the 2026 Poppy Awards. Submissions were reviewed by Visit California staff, then blind judged by California travel industry experts.

About Outlook Forum
Outlook Forum is the premier travel industry conference for California, the No. 1 tourism destination in the United States. Outlook Forum brings together C-suite executives and industry decision-makers from California’s hotels, rental cars, attractions, restaurants, retailers and other travel businesses, as well as representatives from Visit California’s global network of offices.

About Visit Pasadena
Visit Pasadena is a nonprofit marketing organization dedicated to promoting Pasadena as a leading meeting,?convention?and leisure travel destination. It?is responsible for the sales and marketing efforts to attract meetings, conventions, events, and leisure travel. Through the impact of travel, Visit Pasadena enhances the local economy for the well-being of the community. For more information, go to www.visitpasadena.com. Follow us on Instagram and Facebook at @VisitPasadena.

About Visit California
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs — in partnership with the state’s travel industry — that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor’s Guide, go to visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.