Visit California says it is launching a global brand campaign based on the ‘Ultimate Playground’ platform
As a part of its Let’s Play global campaign, Visit California is inviting travellers around the world to escape to the ‘Ultimate Playground’, where travellers can experience an abundance of adventures, play their own way, on a hike, on a road trip or simply relaxing on a beach or tasting wine.
According to a press statement by the board, the target of its campaign is to highlight California’s “fun and free-spiritedness as a vacation destination” that is sure to appeal to domestic and international travellers to visit California, the ‘Ultimate Playground’.
Caroline Beteta
“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim, California is the Ultimate Playground. 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,” says Caroline Beteta, President and CEO of Visit California.
More than 85 pc of consumers across six global markets agree it is important to incorporate play into their lives, and 43 pc said that vacation “is the only time I have to really let go and play,” according to Visit California’s consumer research.
Scott G Eberle
The board cites a study from the National Institute for Play. “The intention of travel is routinely framed as ‘leisure’ and ‘recreation,’ experiences that happen to the traveller”. But travellers may seek the occasion for a deeper, rounder, more active, more personal and tailored reward, play. Travel gives travellers permission to play their own way. “The lucky ones will find that play itself is the destination” says co-author Scott G Eberle in the study afterword.
Visit California says it is launching a global brand campaign based on the ‘Ultimate Playground’ platform. A 30-second television spot, captures the simple joys of playing in California. The three-month, USD 32.8 million integrated campaign will air across the United States, Canada, Mexico, UK, Australia and China.
The statement adds that a new section on the website of the tourism promotion board features a quiz for travellers to identify their “play style” and connects visitors to regions of California and activities that align with each style.