Visit California announces first Australian campaign since pandemic and first rebrand in a decade

Set to run in Australia for the first time since the Covid pandemic, Visit California’s new campaign aims to inspire travellers to “realise a fun and free-spirited vacation”, with research from the National Institute for Play finding the behaviour of play necessary.

The global campaign, ‘Let’s Play’, hopes to get more international tourists to the American state, with a new brand evolution for the first time in a decade.