Powering an Irresistible California Brand
In California, ‘Childhood Rules!’
Visit California’s new family travel TV spot unleashes a ridiculous amount of fun when kids (and inner kids) plan a Golden State vacation. The cross-channel campaign features a dedicated content hub that empowers every family to discover the perfect itinerary by location, interests or special needs. Families with children are highly valuable to California, representing about two thirds of all travel spending in the state.
The Industry’s Investment Is Funding Premium Advertising
‘Am I Dreaming?’
Visit California’s marquee inspirational campaign drove year-round visitation with fall and spring TV flights that included premium placements during March Madness and with publishers like AFAR, BuzzFeed and Disney. Playful digital experiences on Hulu and Disney online TV delivered viewers directly into the first steps of planning their next vacation.
'Born To Be Wild' Refresh
Scenes featuring San Diego, Los Angeles and San Francisco were added to Visit California’s road trips campaign. Road trips continue to be a top international draw, and this refresh increases the campaign’s appeal abroad by adding these immediately recognizable entry points into the Golden State.
Year two of Visit California’s professional meetings and events campaign spotlighted more meetings-focused destinations in trusted business and events publications. The campaign complemented a major California presence at leading tradeshows such as IMEX America and dedicated roadshows that paired California partners with professional planners in key U.S. markets.
Leveraged Media Co-op
Visit California continued to offer free co-branding and matching dollars to help the industry reach more domestic and international consumers.