California wants people to know it is fun for families. // © 2013 Thinkstock
Visit California launched its first dedicated family travel initiative, “Playground California,” with the national airing of its new “Kids at Play” television commercial last month. The integrated marketing campaign showcases the abundance of family travel experiences available throughout the Golden State, positioning California as an ideal location for spring break, summer vacation and beyond.
Additional elements of the campaign include digital advertising, media relations, parent blogger engagement and a comprehensive content-integration partnership with Nickelodeon and online radio station Pandora’s “Moms Who Rock” series. The well-rounded campaign is designed to fully engage head-of-household travel decision-makers with the California travel experience.
In the commercial, teenage actor Rico Rodriguez, from the ABC sitcom “Modern Family,” appears with a cast of kids who are unplugged from technology and enjoying California’s beaches, theme parks, zoos, aquariums, museums, national parks and resorts. www.visitcalifornia.com