The Ultimate Playground comes to life at UK and French festivals

Visit California participated in several high-impact European events to boost awareness and promote California’s offerings. In the U.K., Visit California partnered with Brand USA to sponsor The Cambridge Club Festival, which ran June 7-9. The festival attracted over 30,000 visitors and provided an opportunity to engage with families through the “Ultimate Playground” activation. The family area, branded with California-inspired games and merchandise, allowed participants to experience a taste of California’s lifestyle. The activation was further promoted through the festival’s social media channels and website.

In France, Visit California was a key participant in the MK2 Cinema Festival, held throughout June 2024. This campaign launched the "Let's Play" initiative in France, featuring airline partnerships, film screenings, and out-of-home brand activations. The festival reached over 80,000 visitors, while the campaign generated more than 120,000 in-cinema digital brand views. 

Additionally, Visit California partnered with the Food Temple Festival, a gastronomic event held in Paris from Sept. 20-22. The activation highlighted California’s culinary diversity, featuring masterclasses and workshops. This festival provided an ideal platform to connect with French consumers interested in food and culture.

Europe generates a high percentage of international visitation to the Golden State, particularly the U.K. and France, both of which rank among the state’s top markets. In 2023, the U.K. accounted for $1.3 billion in spending, while France contributed just over $1 billion. These activations have proven critical for engaging with European audiences and driving tourism to the Golden State.

The continued investment in roadshows and partnerships ensures that California remains top of mind for European travelers, reinforcing the state’s reputation as a premier destination.