GoPro & roadsurfer partnership highlights 500+ miles of an ultimate California road trip
By Xavier Roque 10/09/2024
Visit California partnered with GoPro and roadsurfer on a Creator Summit that brought 28 adventure, lifestyle, culinary, and water aficionado creators (plus one adventure pup!) from more than six markets – US, UK, Australia, Mexico, Germany, and France – to California for the ultimate road trip adventure. The total potential reach of this group across Instagram, TikTok, and YouTube is 23.7 million.
The creators embarked on a 500+ mile road trip from Northern California down to the most southeastern part of the state, stopping by urban gateways, turquoise-blue lakes, kick-back surf towns, pastoral highways, and granite peaks along the way.
View Instagram highlights from the California road trip:
GoPro’s annual Creator Summit provides a platform for the company to engage their network of ambassadors following a new product launch by placing ambassadors in epic destinations to test out new equipment.
For the California Creator Summit, GoPro ambassadors met in San Francisco for a welcome and prep day before splitting into 10 groups for three-day road trip adventures with content challenges like the Best Slow Motion Moment, Best Landscape Photo and Video, Most Immersive POV, Short-form Recap, and more.
Each group, equipped with a roadsurfer van and a tentative plan based on suggested itineraries shared in advance, participated in activities ranging from skydiving, surfing, and wakeboarding to hot air ballooning, wine tasting, and fishing. These adventures spanned the state’s San Francisco Bay Area, Central Valley, Gold Country, High Sierra, Central Coast, Los Angeles, Orange County, Inland Empire, San Diego County, and Desert Regions.
The groups reconvened at the Parker Hotel in Palm Springs for three days of editing workshops and more exploration, culminating with an awards ceremony.
Early results include high-performing content such as:
- Adventure Addicts’ Yosemite Reel reaching over 4.2 million views (and another 699k on TikTok).
- Foodie Susi Vidal’s Reel, which has over 1.6 million views. Not to mention her travel-focused carousel post, which has over 131,000 likes.
Visit California has access to all content created by the GoPro ambassadors, with digital and social rights until December 2025, along with the opportunity to pursue advertising rights.
This partnership and the resulting assets beautifully showcase California as the Ultimate Playground and the Ultimate Road Trip Destination, while bringing to life -- through third-party, authentic content -- playful and fun perspectives.
