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All Dreams Welcome

The landmark “All Dreams Welcome” initiative adapts California’s global Dream Big brand positioning to deliver a welcoming message that celebrates the state’s inherent openness and hospitality in select international markets, where global sentiment research indicates the greatest risk for softening. The campaign illustrates the state’s "anything is possible" ethos and vibrant melting pot culture. The “All Dreams Welcome” messaging has been integrated into as many elements of Visit California’s existing consumer-facing marketing tactics as possible. The multi-pronged initiative relies heavily on PR, with additional paid digital and social content components, as well as activations using owned channels. Opportunities have been created for industry partners from co-ops to executive leadership in-market missions.

Optimizing Visit California’s "Dream Big" brand platform and “Living the Dream” campaign, “All Dreams Welcome” delivers a welcoming message for travelers around the globe — in authentic, genuine, irreverent Golden State style.

Background

California depends heavily on tourism from international visitors who, in 2016, were collectively responsible for more than $25 billion in spending. Recent national policies are negatively affecting sentiment among likely travelers to the United States. So now, more than ever, it is critically important that California is perceived as a welcoming destination among visitors from California’s key international markets. Visit California developed an “All Dreams Welcome” communications strategy and deployed a multi-pronged messaging campaign to proactively address the current climate and preempt further negative impacts on the state’s tourism industry.

“All Dreams Welcome” adapts California’s global Dream Big brand positioning into a communications platform that celebrates the state’s inherent openness and hospitality – our “everybody is welcome culture” – and fuels greater participation with the brand over the long term. It is a delicate assignment that must walk a tightrope between  communicating a welcoming message with international audience while supporting the efforts of focusing on the safety of America.

Strategic Approach

The “All Dreams Welcome” platform leverages Visit California’s significant global brand investment, and, while not political in nature, targets our key international markets. Intelligence gathered from Brand USA’s travel sentiment reporting tool helped hone in on immediate impacts from key markets in order to develop a nuanced messaging strategy that addresses country/region-specific challenges. Designed to “roll out the red carpet” for all visitors and drive home the point that California and the California brand stand apart, the campaign welcomes any and all who dream big. 

  • The campaign highlights achievers from other countries who have fulfilled their dreams and achieved success living and working in California to illustrate the state’s anything-is-possible ethos and vibrant melting pot culture.
  • The “All Dreams Welcome” messaging has been integrated into as many elements of Visit California’s existing consumer-facing marketing tactics as possible. 
  • The multi-pronged initiative relies heavily on PR, with additional paid digital and social content components, as well as activations using owned channels in select international markets. 
  • Opportunities have been created for industry partners from co-ops to executive leadership in-market missions.

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