Visit Anaheim, the official destination marketing organisation for Anaheim in Southern California, has unveiled ‘Made to Play’, a new destination brand inspired by the energy that comes from bringing world-class attractions, unforgettable experiences and authentic local culture together in one place.
Developed through an extensive research and strategy process, the new positioning reflects how people are seeking to travel today. Visitors are no longer simply looking to get away – they’re looking for meaningful experiences. The research confirmed that Anaheim’s greatest strength is the energy created by its people, culture, entertainment and iconic experiences, making it the heartbeat of Orange County.
‘Made to Play’ reflects a city where play extends far beyond rides and attractions. It’s found in discovering a neighbourhood brewery, cheering on the Anaheim Ducks, exploring local art, sharing a meal or uncovering experiences visitors never expected to find. It’s an invitation to leave room for discovery because some of Anaheim’s best memories happen beyond the itinerary.
“Anaheim is entering an exciting period of growth, with transformational developments like OCVIBE, DisneylandForward and new investments reshaping our destination,” said Mike Waterman, President & CEO, Visit Anaheim.
“‘Made to Play’ captures that momentum while inviting visitors to experience the full Anaheim story, from world-famous attractions to local businesses, cultural experiences and memorable moments that make every visit unique.”
For Australian travellers, the new brand reflects the evolution of a destination that continues to grow well beyond its traditional appeal.
“Australians have long had a strong connection with Anaheim, but today’s destination offers so much more than many people realise,” said Michael Cassis, Australia Account Director for Visit Anaheim.
“‘Made to Play’ captures the diversity of experiences that now define Anaheim, from world-class dining, live sport and entertainment to wellness, culture and vibrant local neighbourhoods. As significant new developments continue to reshape the destination, it’s the perfect time for Australian travellers and the travel industry to take a fresh look at everything Anaheim has to offer.”
At the centre of the new brand is the idea that Anaheim is a destination of discovery, where globally recognised attractions sit alongside a thriving local community, creating experiences that encourage visitors to explore further and stay longer.
“The best trips leave room for surprise,” said Scott Oklin, Chief Marketing Officer, Visit Anaheim. “‘Made to Play’ gives us permission to tell the stories beyond the attractions people already know: the neighbourhoods, local businesses, creators and experiences that visitors often discover once they’re here.”
The new brand will be introduced across Visit Anaheim’s marketing, digital channels and visitor communications over the coming months, inviting travellers to rediscover one of Southern California’s most dynamic destinations.
