(L-R) Kristin McGrath, Executive Director at Visit Pasadena, Christine Susa, Director of Marketing and Communications at Visit Pasadena, Mandi Prince, Communications Manager at Visit Pasadena.
Visit Pasadena, the official destination marketing organization for the City of Pasadena, has been recognized with a Visit California Poppy Award for Best Sustainability or Resilience Campaign, placing the city among California’s leaders in innovative tourism efforts. The award was presented March 11 at the Gaylord Pacific Resort & Convention Center during Visit California’s annual Outlook Forum.
By News Desk
The honor celebrates Visit Pasadena’s multifaceted Recovery Campaign, created in response to the devastating 2025 Eaton Canyon wildfire. Developed in partnership with Pastilla Creative Agency, Madden Media, and Go Fish Digital, the campaign used digital storytelling, media outreach, and strategic collaborations to restore visitor confidence and support local businesses. Key initiatives included the “Come Through” creative campaign and the “Meetings Bloom Stronger” program.
“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.”
Caroline Beteta, President and CEO of Visit California, praised the 2026 Poppy Award winners for their innovation and impact. “California’s tourism industry continues to set the standard for creativity and excellence,” she said. “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.”
The biennial Poppy Awards honor excellence in tourism marketing and destination stewardship across eight categories. More than 170 submissions were reviewed by a panel of industry experts for the 2026 awards. The ceremony, attended by more than 800 tourism leaders, was hosted by comedian and California Now podcast host Josh Meyers.
2026 Poppy Award Winners
Best Brand Advertising Campaign ($1 million & up) • San Diego Zoo “Pandas Are Coming” – 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” with James Worthy – SIXT Rent a Car • “The Whizzle Stop” – Mendocino Railway • Portraits of San Diego: A Culture of Happiness – San Diego Tourism Authority
Best Influencer Campaign • OSEA x Murrieta Hot Springs – Murrieta Hot Springs Resort • “Meet Me at The Flower Fields” – Visit Carlsbad
Best Public Relations Campaign • Dino Valley Grand Opening – LEGOLAND California Resort • Launch of FOSO at Sensorio – Sensorio • Kid-Powered Imaginagency – Visit Anaheim
Best Strategic Partnership • Baby Shark’s 10th Anniversary x HoJo Anaheim’s 60th – 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
The evening concluded with Visit California President and CEO Caroline Beteta receiving the California Dreamer Award, honoring her longstanding leadership and contributions to the state’s tourism industry.
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