Kidifornia

Welcome to Kidifornia

What is Kidifornia?

California is “the ultimate family playground.” With world-class theme parks, bucket list state and national parks, beaches, zoos, aquariums, museums and more, there’s just no doubt that California is one of the most kid-friendly places in the world. So, we're changing the name of the state from California to Kidifornia—giving us a fresh new way to talk about all the family friendly fun we have to offer.

Family Marketing Plan

Along with global expansion in the Dream Big Dividend horizon, Visit California is increasing audience segmenting and developing programs against a range of target audiences, including families with kids in the household, a high-volume segment.

In February 2016, Visit California launched an integrated global communication initiative targeted at the family segment. Centered around a new creative platform – “Kidifornia” – and deployed across paid, owned, earned and travel trade channels, programming will build on five years of success targeting family travelers and offer new potential to inspire this valuable target audience in fresh ways. To better understand the achievements of Visit California’s family program to date, it is useful to look at historical research and planning efforts used to shape strategy and early program development, along with key performance indicators demonstrating success in reaching and influencing this segment.

Positioning: Ultimate Family Playground
Key Messaging: With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums, museums and more, California is a place that thrills kids and brings out the kid in the adults too.
Benefit: Abundant experiences suited to every family member

Click here to view the full California Family Initiative white paper.

Help us turn California into #Kidifornia! How can you be involved?

Want to dip your toe into the waters of connecting with the #Kidifornia consumer platform?

  • Resurface kid-focused/kid-friendly content already developed in your arsenal of owned content. Articles, itineraries, photography can all be repurposed under the umbrella “California is now Kidifornia, where kids rule vacation!”
    • Sample post linking to content: "We’re joining @visitcalifornia in renaming California to Kidifornia."
  • Here are 10 awesome family friendly things to do in Sacramento. We’re one of the most kid-friendly cities in the country
     

Want to start to adopt and elevate the #Kidifornia platform?

  • Resurface kid-focused/kid-friendly content already developed in your arsenal of owned content. Articles, itineraries, photography can all be repurposed under the umbrella “California is now Kidifornia, where kids rule vacation!”
  • Introduce #Kidifornia to your audience through owned channels
    • Introductory social post
      • “California has renamed itself Kidifornia, because it’s the most kid-friendly place for vacation.”
      • “California is now Kidifornia, where kids rule vacation.”
      • "We’re joining @visitcalifornia in renaming California to Kidifornia. Here are 10 awesome family friendly things to do in Sacramento. We’re one of the most kid-friendly cities in the country."
  • Start to use #Kidifornia on all family-friendly social posts from owned channels and encourage fan base to share their #Kidifornia experiences from your area.
  • Submit content
    • Visit California is always interested in your editorial ideas and we are specifically looking for insight into your family-focused product offerings and experiences.
    • In addition to your ideas and information, we are looking for images that showcase family travel in your area. The images should be:
      • Horizontal rather than vertical. Please send the highest-possible resolution since Web site images run at a sizable 1280x640 pixels.
      • Editorial in nature rather than promotional. We are looking for emotion-filled imagery, and if people are included these folks should be engaged in an activity—definitely not posed and probably not looking straight to camera. If the image would seem at home in an issue of Travel & Leisure or Food and Wine magazine, you are on the right track.
      • If multiple images are available, please send what you have. VisitCalifornia.com images run with copy overlays, and we greatly prefer to have options to choose from.
         

When you’re ready, submit content here.

  • Localize a press release
    • Help spread the word about your local kid-friendly destination offerings by localizing the Visit California template Kidifornia press release with your greatest kid-friendly offerings and contact information before sending it out to your media contacts.
  • Engage on social media   
    • Twitter Chat: Visit California is partnering with Traveling Mom to host a Kidifornia-themed Twitter chat on March 13 at 6 p.m. PT. More details to come!
       

Reach out to Visit California Consumer Advertising Manager Daphne Lange with any questions.
 

Additional Resources

Kidifornia Program Guidelines:

 

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