Updated Campaign Inspires Road Trippers To Visit Cities

Visit California has launched numerous marketing initiatives to accelerate the recovery of the gateways, which will bolster tourism throughout the state. The gateways aren’t just the state’s largest cities, they are travel hubs that welcome U.S. and international visitors before they venture out to discover all California has to offer.

Launching for the spring 2023 travel booking season is a refresh of the “Born To Be Wild” TV spot that adds Los Angeles, San Diego and San Francisco as exciting stops on California road trips. The umbrella California Road Trip Republic campaign continue to prove a major driver of global visitors, and the spotlight on urban destinations reinforces that cities are exciting and reliable waypoints on far-reaching journeys through our giant state.

Randy's Donuts in Los Angeles

The Golden Gate Bridge in San Francisco

Torrey Pines Beach in San Diego

In updating “Born To Be Wild,” Visit California is able to build on the momentum of a proven global campaign at a low production cost, as the organization did last year with a similar urban update to “What If, California.” Production costs were further reduced by combining the shoot with the upcoming family-focused “Childhood Rules” TV spot, which will also premier this coming spring.

On the digital content front, the Urban Core video series that premiered earlier this year will continue to reach a massive potential audience through paid promotion on partner media networks and search as well as on Visit California’s online properties. The foodie-focused “Dive Bars & Five Stars”,  “Up All Night,” which explores urban nightlife, and a third series, “Ever Dreamed,” which highlights quirky, adult- and family-friendly urban attractions will continue to receive paid promotion on premium (for example Paramount +/CBS) and programmatic channels delivering an estimated 133 million impressions.