Throughout the year Visit California hosts statewide tours for Travel Trade professionals from key global markets. These tours are called "Familiars" as they help the TT professionals learn about the different regions of the state and the activities and attractions found throughout.
The International Marketing team, who organize these tours, wanted a print piece that served to remind the global tour operators of what they learned and saw while in California, adding contact information for each of the destinations they visited and, of course, images from their trip. Obviously, going the "memorybook" route was the most direct, but it serves it's purpose quite well and is uniquely Visit California in look and feel.
Apparently it was a big hit and now everyone wants one.