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Just Launched: Visit California's New Recovery Marketing Campaign

By Leona Reed 09/22/2020

Visit California has just launched recovery marketing efforts to begin restoring California tourism: “Never Normal” and “Calling All Californians.” The campaign targets California residents, the focus of the organization’s marketing through the end of the year. 

Find additional information on the "Calling All Californians" partner opportunities page.

‘Never Normal’
The new PSA highlights that Californians are pioneers, eager to embrace diversity and new ways of thinking, doing and living. “You doing you” is California’s take on normal, and Californians can just as well do “normal” in a mask, socially distanced and with washed hands. 

The “Never Normal” message furthers Visit California’s broader strategy of promoting tourism and responsible travel in the same breath by positioning safety precautions as part of a fun, quintessentially California experience. In focus testing, the PSA received an overwhelmingly strong response from prospective travelers, in particular those self-identified as “cautious” and “risk-averse” —  which currently make up the lion’s share of those likely to travel in California.

“Never Normal” will air on OTV Sept. 14 – Dec. 31 and on linear TV Sept. 28 – Dec. 31. The California Broadcasters Association has generously offered a 3:1 match on the linear television flight to help Visit California achieve significant reach with only a modest investment.

'Calling All Californians'
Visit California’s new resident-focused brand platform just launched with digital banner placements on Expedia and Trip Advisor.

Calling All Californians digital banners

The campaign is a rallying cry to residents to stay in state, roam responsibly, spend locally and help jump-start California’s economic recovery. The digital campaign runs Sept. 14 - Dec. 31. The campaign will expand to include additional digital platforms Kayak, Sojern, Adara, and Google Display, where it can reach large numbers of high-propensity travelers.

Calling All Californians still

Looking ahead, Visit California has produced video creatives for TV and OTV, which the organization expects to run in early 2021 as travel becomes more accessible. Much like “Never Normal,” the "Calling All Californians" spots will promote a safe travel message that also inspires in-state travel and economic recovery. They will feature vacationers in beach, resort and wine country settings.

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