The California Travel and Tourism Commission has appointed WE marketing group as its business to consumer agency for mainland China.
The agency will work with Visit California's global lead agency MeringCarson and trade partners to develop a China strategy and integrated campaigns over the next few months.
"Our team has strong personal connections with California and we are excited to be telling millions of Chinese international travellers about what this great state has to offer," said Viveca Chan, chairman and CEO of WE marketing group and WE Engauge.
She added the agency's experience in the travel category, branding in the U.S., consumer insight and social media were key to winning the pitch.
WE marketing group has worked on other tourism related accounts including Hong Kong Ocean Park a few years ago, and is currently the Asia Pacific hub agency for Lufthansa.