California hopes to lure Aussies States-side with latest star-sprinkled marketing campaign

California TourismThe California Travel and Tourism Commission has targeted Australia as a source of tourism revenue since 2010, and the launch of its new, celebrity-studded three-stage TV campaign continues to keep Aussies in its sights; this time focusing on the State’s star appeal and playfulness.

The consumer marketing campaign runs until the end of March and calls on Australians to “Dream Big” with their holiday plans.

Personalities appearing in the new promo include Star Trek’s William Shatner, Olympic snowboarder Shaun White, beach volleyball player Kerri Walsh-Jennings and pro surfer Rob Machado. 

Qantas is also on board once again as a campaign partner.

“The new commercial shows how our fun-loving, free-spirited vibe inspires visitors to follow their dreams here to California,” said Caroline Beteta, president and CEO of Visit California.

“Dreaming big is a unique state of mind that visitors can experience throughout the State, from flying like a superhero on a jetpack in San Diego to playing princess at a castle among the vineyards of Napa Valley,” Beteta said.

The campaign is part of California’s $US4.4 million marketing drive in Australia and the seventh campaign it has run since it started targeting Australians six years ago, in 2010.

Visit California is currently working with Channel Seven’s Sunrise program, hosting Weekend Sunrise weather broadcasts from the Terranea Resort in Rancho Palos Verdes, near Los Angeles.

Simon Canning


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