Visit California spends $5.6m to entice Australian tourists

Visit California has spent $5.6m on its latest campaign for Australians, enticing singles and families with Californian scenery and celebrities enjoying some of the state’s best sites.

Visit California

The campaign is driven by two spots, ‘Living the Dream’ and ‘Kidifornia’, which aims to encourage Australians to follow their dreams and visit California.

The first ad shows celebrities including Anna Faris, George Lopez, basketball player Magic Johnson, and surfer Laird Hamilton as they enjoy some of California’s best sites while sarcastically telling the audience “things aren’t always that glamorous”.

The second spot, ‘Kidifornia’, will run solely online to promote California’s family offering by showing different experiences available for parents and their children. The ad features 16-year-old American snowboarder Chloe Kim.

Visit California has previously invested in campaigns using Hollywood stars, spending $2m in 2013/14 for its ‘Dreamers’ ad; however, the latest campaign is its biggest investment to date.

Caroline Beteta, president and CEO at Visit California, said the state’s tourism has seen steady growth in Australian visitation numbers.

“Aussies love California’s diversity of experiences and destinations, choosing to spend time in our vibrant cities, adventure into our abundant natural wonders and everything in between. With this increased investment, we intend to keep California top-of-mind with Australian travellers,” Beteta said.

The campaign will run until April, and will roll out across TV, digital and out of home, as well as through public relations and marketing activities.

Qantas will be the exclusive air partner for the digital executions and will drive the campaign through its marketing and social channels, including in-flight media.


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