Visit California has launched a new brand platform aimed at promoting playful travel experiences.
- The ‘Ultimate Playground’ campaign includes a global advertising strategy with a 30-second TV advert.
- Statistics reveal a strong desire for play among travellers, especially during holidays.
- Collaborations with Virgin Atlantic aim to boost the campaign’s reach in the UK and Ireland.
- Trade activity related to the brand will be unveiled in the upcoming weeks.
Visit California has unveiled its latest brand platform, ‘The Ultimate Playground’, to inspire travellers to enjoy a fun and liberating trip to the state. This initiative features a 30-second television advertisement, ‘Let’s Play’, which will be broadcast across key markets including the UK, US, Canada, Mexico, Australia, and China. The campaign is part of a broader strategy to revamp the destination’s image as a haven for playful and free-spirited travel experiences.
The campaign is underpinned by research from a US study, ‘The Power of Play: Losing and Finding Ourselves through Everyday Play’, which highlights the significant role of play in daily life. According to Visit California, 66% of UK travellers express a desire for more play in their lives, while 43% feel that holidays are the only time they can truly let go and indulge in playful activities. Caroline Beteta, President and CEO of Visit California, emphasised that the state’s unique blend of a playful lifestyle and diverse experiences makes it the ultimate destination for such escapades.
To further expand the campaign’s impact, Visit California is collaborating with Virgin Atlantic to promote ‘The Ultimate Playground’ in the UK and Ireland. This partnership aims to leverage both parties’ strengths to reach a wider audience and encourage travel to California. Additionally, there are plans to reveal related trade activities in the near future, which are expected to stimulate interest and engagement within the travel industry.
The essence of ‘The Ultimate Playground’ lies in its commitment to the power of play, a concept scientifically backed for its benefits across generations. As Beteta highlighted, “California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is The Ultimate Playground.” This initiative seeks to reshape perceptions and establish California as a top choice for travellers eager to embrace play and recreation.
Visit California’s new platform, ‘The Ultimate Playground’, confidently positions the state as a premier destination for playful and liberating travel experiences.
