The campaign includes a video series, marketing partnerships and placing more than 90 billboards throughout Los Angeles to mark the region’s reopening on June 15.


Travel Paso is eager to welcome visitors back to the rolling hills, fine dining and endless accommodations of wine country, so eager in fact, the organization responsible for the region’s tourism marketing has launched its largest campaign to date across various platforms throughout California.

Targeting the drive markets in Northern and Southern California, the campaign features several inspirational themes including family travel, girlfriends’ getaway and wine country retreats.

Most notably, 90 billboards will dot the landscape of Los Angeles beginning June 7, just in time for California’s re-opening on June 15, and will inspire daily commuters to trade in the busy city life for a laid-back wine country excursion, where a horse ride through vineyards is more than just a daydream. 

“We are thrilled to showcase Paso Robles Wine Country with the broader California audience,” says Paso Robles Wine Country Alliance Executive Director, Joel Peterson. “The Re-Opening Campaign in collaboration with Travel Paso will target those craving a road trip, with key focuses on wine tasting, outdoor experiences and stunning accommodations.”

Bringing Paso to consumers’ fingertips, digital ads on Facebook, Instagram and YouTube encourage those parched for travel to quench their thirst at Paso’s 250-plus wineries, along with enjoying live entertainment, farm-to-table eateries and outdoor excursions in our proverbial paradise.

“Our intent of the campaign is to expand the reach of Paso Robles demographically and geographically with a more rounded and multi-channel marketing outreach,” says Travel Paso’s Executive Director, Stacie Jacob. “The goal is to build and differentiate the Paso Robles experience making it an aspirational destination for our drive markets.”

Named a must-visit region by the New York Times, Paso Robles’ miles of winding roads, quaint wineries, award-winning restaurants and picturesque landscapes are ready to be explored. New to Paso are the Light Towers at Light at Sensorio, Finca restaurant at the Paso Market Walk, the newly renovated Stables Inn. Travelers are encouraged to leave their worries at home and book a wine country getaway at Paso’s hotels, vacation rentals and RV Resorts. It’s official: Paso Robles is OPEN! 


Girlfriends' Enjoy the Sunset After a Ride