Visit California recruits Hollywood stars to promote the ‘Golden State’ to Aussie tourists

Visit California will kick off the next phase of the ‘Dreamers’ campaign, aimed at attracting Australian tourists to the US state, in January next year.

The ad features actor William Shatner alongside singer/songwriter Sara Bareilles, skateboarder ‘Big’ Bob Burnquist, three time Olympic gold medalist Kerri Walsh-Jennings and surfer Rob Machado enjoying “big, bold and inspiring experiences”.

Caroline Beat, Visit California president and chief executive officer said in a statement: “The new ‘Dreamers’ commercial shows how our fun loving, free spirited vibe encourages victors to follow their dreams here to California – and not just to the more obvious places like Silicon Valley of Hollywood.”

The ad is part of Visit California’s $2 million consumer marketing investment in Australia for the 13/14 fiscal year.

‘Dreamers’ will run in rotation with ‘Kids at Play’, an existing ad which promotes California as the “ultimate family playground for kids to live out their biggest dreams”.


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