Visit California is showcasing the Golden State as the ‘Ultimate Playground in a new global campaign to inspire travelers.
It rolled out the ‘Let’s Play’ tourism campaign, with the Ultimate Playground platform representing the first brand evolution for the state in more than a decade.
It features a quiz that helps visitors identify their personal play style and the California itinerary best suited to them.
“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California.
More than 85% of consumers across six global markets agree it is important to incorporate play into their lives.
“Travel is a time and place that gives us permission to embrace play, and California offers every visitor an opportunity in a way that speaks to them,” Beteta added.
Wunderman Thompson Intelligence says consumers are creating a “joyconomy,” based on a recent study of consumers across the US, UK and China
The Age of Re-enchantment: Emerging Trends and Opportunities findings:
89% see fun as a necessity that keeps them going in tough times.
83% are seeking out experiences that bring them happiness.
72% want more joy, hope (71%) and inspiration (62%) in their lives.
‘Let’s Play’ is a 30-second television spot, which captures the simple joys of playing in California.
The three-month, $32.8 million integrated campaign will air across the UK, US, Canada, Mexico, Australia and China.
A new section on VisitCalifornia.com features a quiz for travelers to identify their “play style” and connects visitors to regions of California and activities that align with each style.
