Infrastructure Expansion Communications Strategy

Visit Sacramento wanted to strengthen its connection with Spanish-speaking audiences in a way that reflected the city’s commitment to inclusion, cultural authenticity, and community engagement.

The challenge was not simply translating tourism content into Spanish, but building a communications strategy that would genuinely resonate with Hispanic and Latino audiences while positioning Sacramento as an inclusive, welcoming, and culturally connected destination for both local and international travelers.

SociosPR approached the work through the lens of cultural connection and audience trust, recognizing that meaningful engagement requires more than language accessibility alone.

The strategy focused on developing a fully integrated Spanish-language communications ecosystem designed to authentically reflect Sacramento’s culture, experiences, and community values. Messaging and content were transcreated for cultural relevance, ensuring communications felt natural, approachable, and meaningful for Spanish-speaking audiences rather than directly translated.

The work also emphasized partnerships with trusted media voices, tourism stakeholders, and community-centered platforms to strengthen visibility and audience engagement across multiple touchpoints.

SociosPR developed and implemented a comprehensive Spanish-language communications strategy designed to expand Visit Sacramento’s visibility and engagement among Hispanic and Latino audiences.

To support the effort, SociosPR:

• Built a full Spanish-language communications and content strategy
• Launched the Bienvenidos a Sacramento digital platform to support culturally relevant tourism storytelling
• Developed and produced a Spanish-language podcast focused on Sacramento experiences, culture, and community
• Led Spanish-language media relations and tourism partnership outreach
• Transcreated more than 100 pieces of tourism and destination content for cultural relevance and accessibility
• Coordinated messaging across digital platforms, media outreach, and tourism communications to ensure consistency and audience alignment

The work helped create a more inclusive and culturally connected visitor communications experience while strengthening Sacramento’s visibility among Spanish-speaking audiences.

The strategy significantly expanded Visit Sacramento’s ability to authentically engage Spanish-speaking audiences through culturally relevant storytelling, multilingual content, and targeted media outreach.

SociosPR helped generate more than 60 media placements reaching over 12.6 million people, while also transcreating more than 150 pieces of content across Visit Sacramento’s platforms and visitor communications. The launch of the Bienvenidos a Sacramento platform and accompanying Spanish-language content ecosystem created an additional 1.5 million audience reach and increased visibility among Hispanic and Latino travelers.

Beyond impressions, the work helped strengthen Visit Sacramento’s commitment to inclusion by creating more accessible, culturally connected experiences for Spanish-speaking residents, visitors, tourism partners, and international audiences.