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California Tourism Receives $24M Spring Marketing Push

By Leona Reed 04/13/2021

Consumers are ready to dream of better days ahead. To capitalize on growing consumer confidence and pent-up demand, Visit California is investing nearly $24 million in brand advertising this spring to drive demand in anticipation of the busy summer travel season.

The robust spend and layered campaign messaging will reach 87% of the in-state California target audience with a frequency of 9.1 times.

Visit California Spring Marketing Campaigns 2021 

‘Calling All Californians’ 

Man and woman on a hike

The first layer of advertising deployment targets in-state consumers by appealing to civic pride with a call for Californians to rediscover their home state. The campaign will be distributed through TV, radio, digital, partnerships with online travel agencies and out-of-home billboards on freeways in Los Angeles, Sacramento and San Francisco. 

Video spots emphasize the playful side of Californians helping their state by safely enjoying themselves at the pool, beach and wine tasting.

Man sleeping by the pool   Family at the beach   Couple at a winery

Billboards along the freeway encourage Californians to explore their own state on their next trip.

Calling All Californians billboards 

‘What If, California’ 


What If, California logo

The inspirational “What If, California” campaign builds on in-state marketing efforts to promote the power of possibility to a national audience through digital, online TV and linear TV layers to boost California’s economic recovery. The six-, 15- and 30-second spots highlight California’s outdoor, cultural, family and luxury activities in 10 rural and urban destinations.

Though Visit California filmed the primary 30-second commercial when travel was highly restricted, the use of leading-edge green screen technology enabled the inclusion of 10 wide-ranging California destinations: Antelope Valley, Burney Falls, Death Valley, Los Angeles, Lake Tahoe, Mono Lake, Mt. Shasta, Napa, San Francisco and San Diego.

Download the “What If, California” industry toolkit to incorporate the campaign into your marketing with free social and media assets.

What If, California

‘California Road Trip Republic’ 

California Roadtrip Republic

The relaunch of this campaign positions California as the ultimate road trip destination, while reinforcing urban core experiences through highly engaging digital and video placements. Unused creative assets will be leveraged from the original campaign across linear and online TV, digital, social channels including the inspirational “Born To Be Wild” TV spot. 

Born To Be Wild Road Trip Republic Ad

Industry Partnership

Industry partners can co-brand the “What If, California” campaign or simply take advantage of discounted media rates through the Spring Leveraged Media Co-Op. The program improves on the successful fall media co-op with increased partner funding and more flexible buy-in options. 

For more information about the co-op, view the recent Outlook Forum Plus Spring Co-ops webinar, which features program details and advice from Visit California’s media partners. To sign up or ask questions, visit the Spring Co-ops partner opportunity page.

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