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Dream Big Dividend Work Plan

Visit California's Two-Year Roadmap

Table of Contents

Executive Summary

An overview of Visit California’s two year strategic framework.

Brand Inspiration

Visit California’s evolving strategy around the "Dream Big" brand, driven by new research findings around the Millennial generation.

Platforms

Dynamic marketing platforms under the Dream Big umbrella, including “All Dreams Welcome” and “California Road Trip Republic.”

Foundational Plans

Integrated 'always on' marketing program strategies to reach consumers across the Paid, Owned, Earned and Trade landscape.

Experience Plans

Audience-centric marketing work plans to further reach key segments and expand within experience pillars (Family, Luxury, Outdoor, Culinary, Arts and Entertainment).

Country Plans

Market-specific strategies to target travelers in California’s 13 key international markets.