#This420ChooseEquity: Travel the Oakland Cannabis Trail

Oakland, California is a vibrant multi-cultural destination that is inclusive of unique modern day cannabis travel experiences. Visit Oakland is the official destination marketing organization, the brand steward and the strategic marketer and promoter of Oakland experiences for travelers and visitors.

The main objective of the - #This420ChooseEquity: Travel the Oakland Cannabis Trail campaign - was to drive economic impact to Oakland’s visitor economy businesses (hotels, cannabis shops, cannabis lounges, restaurants, museums, etc.) by attracting the cannabis-motivated travel audience that research has identified, with a purpose-driven DEI-themed 4/20 holiday travel adventure.

This Experience/Activation entry is unique because it’s a first-of-its-kind purpose-driven cannabis travel and tourism experience product that demonstrates cross-industry bridge building and innovation. The Experience spotlights Equity owned cannabis businesses and brands, and positions cannabis as a complimentary Effect Pairing tool that enhances food, art, and nature experiences in travel, while uplifting the human rights and DEI ethos of the cannabis community and movement.