Earlier this month, Visit California launched the first new branding initiative for the state in more than a decade. The new campaign dubs the state the “Ultimate Playground,” and invites people to visit with a “Let’s Play” call to action.
Visit California is hoping that, as people yearn to escape modern-day stressors more than ever, consumers will naturally gravitate to California’s fun and free-spiritedness as a vacation destination.
Our Analysis: The New Campaign Will Keep California on Clients’ Minds
California is consistently ranked as one of the top U.S. travel destinations, so a new effort to reach consumers will surely affect advisors’ clients. This new campaign taps into travelers’ desire for fun and adventure — according to Visit California’s research, more than 85% of consumers across six global markets agree it is important to incorporate play into their lives, and 43% say that vacation “is the only time I have to really let go and play.”
With this new campaign, Visit California aims to highlight the abundance of experiences in the state and give travelers permission to play their own way — by hiking, taking a road trip, relaxing on a beach or tasting wine.
Fast Facts: How Visit California Is Reaching Travelers
- “Let’s Play,” a 30-second television spot, captures the joys of playing in California. The three-month, $32.8 million integrated campaign will air across the U.S., Canada, Mexico, the U.K., Australia and China.
- A new section on Visit California’s website features a quiz for travelers to identify their “play style” and connects visitors to regions of California and activities that align with each style.
- Based on a study of consumers across the U.S., the U.K. and China called “The Age of Re-enchantment: Emerging Trends and Opportunities,” Wunderman Thompson Intelligence says consumers are creating a “joyconomy.” The report found that 89% of respondents see fun as a necessity that keeps them going in tough times; 83% are seeking out experiences that bring them joy and happiness; and people want more joy (72%), hope (71%) and inspiration (62%) in their lives.
What They Are Saying: California Is the Ultimate Place to Play
“California’s playful lifestyle, paired with our abundance of experiences, creates something no other destination can claim — California is the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California. “The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change.”
