Visit California has launched its 226-page Dream Big Dividend Work Plan for the 2015/2016 fiscal year, constituting the most comprehensive marketing, communications and operational strategy framework for the organisation to date. Visit California's target audiences have been identified by a three-layer pyramid, beginning at the top with a 'broad global brand target' defined by age, income and desire to travel. The middle layer consists of 'opportunity brand targets' that hone in on key demographic and psychographic niches. The bottom layer describes 'passion-based targets' aggregating people by interest. Find out more.