In a move sure to spark widespread suitcase envy nationwide, the KIIS Network has teamed up with Visit California to deliver a winter warmer with real sizzle. Listeners can jet off daily to Los Angeles, the shimmering gateway to the Golden State’s so-called “Ultimate Playground.”
On 21 July, the “Trip a Day to LA” campaign will air for four weeks across Sydney’s KIIS 1065, Melbourne’s KIIS 101.1, Brisbane’s KIIS 97.3, and Adelaide’s Mix 102.3. It promises to pry Aussies from their heaters and Ugg boots with a tantalising vision of palm trees, star-spotting, and sun-soaked spontaneity.
To get onboard flight K-I-I-S – yes, they’ve branded the flight too – listeners will need to call in and get on the air to get in the air. Simples. It’s radio with altitude.
Embracing LA’s luminous legacy beneath timeless lamp posts and endless blue sky – Credit Visit California
And who better to spearhead the campaign than national drive-time pranksters Will & Woody, who’ll encourage their audience to trade in dreary routines for their playful Californian adventures. Whether it’s beachside bliss, culinary indulgence, family thrills or a rooftop aperitif in West Hollywood, this campaign doesn’t just sell a prize – it sells a lifestyle.
“It’s easy to experience the state’s star-studded appeal in the Los Angeles region, but we encourage Aussie travellers to look beyond the icons and uncover the full breadth and depth of California’s offerings,” said Caroline Beteta, Visit California’s globe-trotting President and CEO.
“California’s diversity, abundance and playful lifestyle create something no other destination can match – it truly is the Ultimate Playground,” she added, with all the conviction of someone who’s ridden Highway 1 with the top down and a smoothie in hand.
The Trip a Day campaign, proudly partnered with United Airlines (because someone’s got to fly the winners there), aligns with Visit California’s broader Ultimate Playground brand platform and its Playful Journeys road trip campaign – a gentle nudge to remind travellers that play isn’t just for kids or those in midlife crisis. It’s for everyone, whether your idea of fun is surfing at Huntington Beach, hiking in Yosemite, wine tasting in Sonoma or getting lost in an artisan market in San Luis Obispo.
For its part, United is flexing its frequent flyer muscle by flying Aussies directly to LAX aboard its award-winning service. There are no layovers, no long-haul shuffles, just a comfortable cruise to where the Pacific kisses Hollywood.
KIIS Head of Content Derek Bargwanna summed it up best: “At KIIS, we’re all about exciting and big promotions that lead the way. Teaming up with Visit California and United Airlines lets us link our audiences with a dream destination in a fun, exciting, and totally immersive way.”
It’s a campaign that doesn’t just tick boxes – it taps into the Aussie psyche. Winter fatigue? Tick. Hollywood dreams? Tick. The irresistible thrill of winning something on the radio? Big tick.
More importantly, it plays to our enduring love affair with California. This destination has long promised freedom, fun and the chance to reinvent oneself, if only temporarily, under the perpetual sunshine of the American West.
For details on the competition, visit the KIIS website and dream big. And for those looking to design their own golden escape (without a radio), California’s secrets and splendours await at visitcalifornia.com.
Just don’t forget to pack your sunnies and a good hat. After all, it may be winter here, but over there, the sunshine is the real star of the show.
