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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.

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