Visit California wants travelers around the world to see for themselves that the Golden State is a fun and playful place.
To achieve this objective, the state's Tourism Marketing Office has expanded from its 10-year Dream Big framework, which welcomes everyone to find their dreams, to the ultimate in promoting California as a premier play destination. Moved to the playground.
On March 4, Visit California launched its “Let's Play” global brand campaign with a 30-second television commercial showing people having fun in the state's “ultimate playground.” The three-month, $32.8 million campaign will air in the U.S., Canada, Mexico, the U.K., Australia and China, according to an announcement also released on March 4.
“The holidays are the perfect time to reignite joy, rediscover how to play, and take that playfulness home as a souvenir,” said Visit California President and CEO Caroline Betata in a news release. mentioned in.
There are also serious trends in the new strategy.
In its announcement, Visit California cited scientific research from the National Institute for Play that says, “Incorporating play can have a profound positive impact on our physical, mental, and social well-being.” cites that play is as essential to humans as sleep. The Carmel-based institute is a 501(c)(3) nonprofit public benefit corporation.
“The power of play is scientifically proven, and the majority of every generation is dissatisfied with the amount of time they spend playing,” Beteta said. “It's time to change that.”
Visit California's exclusive research shows that more than 85% of consumers in six markets around the world say it's important to incorporate play into their lives. 43% said vacations are the only time they have free time to play.
Visit California, the marketing organization for tourism agencies in the 770-mile state, represents and promotes the Golden State's unique diversity and enables each tourism agency to market its own destination. I am on a mission.
Claudia Vecchio, president and CEO of the Sonoma County Tourism Authority, said this is a complex and well-scrutinized mandate, and Visit California's new ultimate playground branding is her top priority. He added that this is in line with the agency's efforts.
“We're talking about coming to a place where you can disconnect and recharge and enjoy great food and wine and beautiful surroundings,” Vecchio said. “And it really complements this state of play. Play here and discover how much fun you can have at your destination.”
Tim Zahner, executive director of the Sonoma Valley Tourism Board, said that while the branding behind Visit California's previous “Dream Big” campaign was broad, every dream is individual and welcoming. Because of this, it was also concrete and ambitious.
But the time has come to rebuild the brand, he said.
“Novelty helps attract consumers' attention, so we (often) change things up a little bit each time, but still keep the core of who we are,” Zahner said. “This allows any small destination to leverage the message and find their niche within it.”
Lindsey Gallagher, president and CEO of Visit Napa Valley, said Visit California's pivot to the “ultimate playground” was a well-thought-out strategy.
“In my opinion, this evolution is based on the insights we have well-understood coming out of the pandemic,” Gallagher said. For the time lost based on what we have all endured.
“I think all of these things come together really well to encourage people to play and have fun and reward themselves,” she said. “And it’s also a great opportunity for Napa Valley to get it done.”
Ramon Jimenez, executive director of Visit Mendocino County, said there is no need to change the community's message regarding Visit California's new branding.
“Our focus on a wide range of outdoor activities, encouraging exploration and adventure, and the natural beauty of Mendocino County resonates well with the idea of the 'ultimate playground,'” he said.
Cheryl Sarfaty covers tourism, hospitality, healthcare and employment. Contact us at cheryl.sarfaty@busjrnl.com or 707-521-4259.
