Visit California unveils "Let's Play" campaign, inviting global travellers to 'Ultimate Playground'

California has officially launched its groundbreaking "Let's Play" global campaign, heralding a new era of playful exploration and inviting travellers from around the world to experience the state's Ultimate Playground. This marks California's first brand evolution in over a decade, rooted in research from the National Institute for Play (NIFP), showcasing the state as a vibrant destination where visitors can indulge in carefree fun and adventure.

Caroline Beteta, President and CEO, Visit California, expressed enthusiasm about the launch, stating, "California's playful lifestyle, coupled with our diverse experiences, creates something truly unique – an Ultimate Playground for all." She emphasised the scientifically proven benefits of play and highlighted the campaign's aim to inspire joy, happiness, and rejuvenation in travelers.

The campaign, based on extensive consumer research, reflects a growing trend dubbed the "joyconomy" by Wunderman Thompson Intelligence. It underscores the importance of fun and experiences that bring joy, hope, and inspiration, with 89 per cent of consumers seeing fun as a necessity during challenging times.

The NIFP's research reinforces the idea that play is crucial for overall well-being, akin to sleep in its necessity. The recent study, "The Power of Play: Losing and Finding Ourselves through Everyday Play," emphasizes play as an essential public health element, particularly in times of widespread anxiety and stress.

Travel, according to the NIFP, provides an avenue for play and personal fulfillment, offering travelers the freedom to indulge in their preferred play styles. The eight distinct play styles identified – Collector, Competitor, Creator, Director, Comedian, Explorer, Mover, and Storyteller – cater to individual preferences, shaping memorable travel experiences.

Visit California's new brand campaign features a 30-second television spot capturing the joys of playing in California's diverse landscapes. The integrated three-month, USD 32.8 million campaign will reach audiences in the United States, Canada, Mexico, U.K., Australia, and China, inviting them to discover their unique "play style" through an interactive quiz on VisitCalifornia.com.

The campaign signifies California's commitment to providing a playground of endless possibilities, where travellers can immerse themselves in a world of adventure, relaxation, and joyful experiences.