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In an era where the monotony of the every day seeks to dull our senses, California emerges as a beacon of rejuvenation and spirited adventure. The Golden State, known for its diverse landscapes and vibrant culture, has unveiled a groundbreaking global brand platform, promising travellers an unparalleled experience of freedom and joy. This innovative initiative, anchored in profound research from the National Institute for Play, marks the state’s most significant brand evolution over a decade, inviting the world to indulge in the ultimate playground.

Palm Springs.

At the heart of California’s allure is the “Let’s Play” campaign, a clarion call to those yearning to break free from the chains of modern-day stressors. It’s a message of empowerment, encouraging visitors to explore California’s vast offerings at their own pace—whether it’s traversing the majestic trails, embarking on a scenic road trip, savouring the tranquillity of its beaches, or delighting in the flavours of its renowned wine country.

Caroline Beteta, the visionary president and CEO of Visit California, champions the transformative power of play. Beteta’s insights are a testament to the state’s unique capacity to blend leisure with adventure, offering an escape that promises more than just relaxation but a revival of the spirit. “California stands unmatched as the ultimate playground,” Beteta asserts, highlighting the scientific endorsement of play’s vital role in enhancing our lives. This vision is further supported by compelling consumer research across six global markets, revealing a universal desire to weave play into the fabric of our existence, with vacations serving as a cherished opportunity to embody freedom and joy truly.

The genesis of this bold rebranding is fueled by the recognition of a “joyconomy,” a term coined by Wunderman Thompson Intelligence, reflecting a global hunger for experiences rooted in happiness and fulfilment. This insight aligns with the National Institute for Play’s profound findings on the necessity of play, underscoring its significance in fostering physical, mental, and social well-being. The institute’s latest study, “The Power of Play: Losing and Finding Ourselves through Everyday Play,” is a cornerstone of California’s new brand identity, comprehensively exploring play’s multifaceted impact on human life.

San Francisco.

California’s initiative is an invitation to explore its picturesque landscapes and a more profound call to rediscover the essence of play and its transformative power. With a substantial investment of $32.8 million, the campaign spans an impressive array of mediums and markets, including the United States, Canada, Mexico, the U.K., Australia, and China, marking a significant return to international outreach post-pandemic.

The launch of this campaign coincides with the introduction of an innovative feature on VisitCalifornia.com—a personalized quiz designed to align travellers with activities and regions that resonate with their unique play style. From the Collector to the Storyteller, the platform celebrates the diverse ways individuals find joy and fulfilment, grounded in decades of scholarly research.

SEQUOIA.

By embracing California’s invitation to play, travellers are not merely visiting a destination but embarking on a journey to rekindle joy, ignite creativity, and discover a renewed sense of purpose. This grand adventure is a testament to the enduring power of play—a fundamental human need transcending age, culture, and geography.

With its stunning diversity and boundless opportunities for adventure, California redefines the essence of vacation. It’s a realm where play is encouraged and celebrated, inviting us all to experience the freedom and joy of the ultimate playground. As we heed this call to adventure, we not only explore the wonders of California but also embark on a profound journey of self-discovery and reconnection with the essence of life itself.