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$95 million FY21/22 Plan Is Live: Summer Campaigns

By Ashley Abney 07/16/2021

Visit California’s FY21/22 marketing plan has kicked off this summer with in-state and digital activations that includes the return of the organization's culinary and family marketing platforms. The campaigns will drive summer vacations, which have a shorter planning window, and continue to boost California’s mindshare with U.S. travelers actively planning and booking travel online. A multi-channel, multi-layer national national push with widespread broadcast TV coverage will resume early fall to drive domestic visitation through an extended trip-planning season.

“Calling All Californians” on the Airwaves, Roadways — and in Spanish
Visit California’s flagship in-state campaign reminds Californians that adventure awaits in your home state. The campaign expands this summer with new radio spots, new billboards, new print ads and an extended TV and digital run. Most of the ads are receiving Spanish language translations by Visit California’s longstanding Mexico partner GMS to appeal to a broader California audience.

  1. Spot market TV: Ads featuring winery and resort settings will run until October.
  2. Out of home (billboard): Freeway billboards will run in California urban markets through October, now with coverage of San Diego.
  3. Radio: Four new ads will air during traffic and spot radio.
  4. Print: Ads will appear in nearly 200 print publications and 60 associated websites through a partnership with  theCalifornia News Publishers Association. 

View the "Calling All Californians" landing page

“Kidifornia” Promotes Family Travel
The “Parents Love It” TV spot will air in-state until Sept. 27 and will begin airing nationally in mid-September. The spot was refreshed to highlight some of the state’s newest attractions in early 2020 but was paused due to the pandemic. An in-state digital and social layer will deliver the campaign to additional potential travelers through platforms that include TripAdvisor, Facebook/Instagram, Google, and Meredith networks such as Travel & Leisure and Parents.

View the "Kidifornia" landing page.

The “California Dream Eater” with host Chase Ramsey returns with content specially edited for social media and online video. The popular show and refreshed online format appeal to culinary travelers — millennials in particular — interested in immersive food experiences that establish a "taste of place." 

Ready to whet your appetite? View the "Dream Eater" YouTube playlist.

“What If, California”
A refresh of the national “What If, California” spot is coming in September with additional urban scenes. Starting this summer, a year-round digital campaign will target a broad audience of potential travelers nationwide through platforms that include Tripadvisor, Expedia, Adara, AdTheorent and Google. Earlier in 2021, the digital campaign had primarily targeted “active travel intenders,” an audience already in the active stages of trip planning. As the vast majority of consumers are now ready to travel, the digital campaign has broadened its targeting to inspire prospective visitors who haven’t yet committed to a vacation.

Join the “What If, California’ campaign with Visit California’s Leveraged Media Co-op. In addition to free cobranding support, the co-op now offers increased matching funding and low negotiated rates on additional advertising platforms.

View the "What If, California" landing page.

“California Road Trip Republic”
Much like “Parents Love It,” “Born To Be Wild” will air in California markets through the summer and broaden to a national audience beginning mid-September. The campaign will also run continuously on online TV, digital and social through the fall.

Order California Road Trips

The campaign gained serious star power this year when Kevin Costner agreed to appear on the cover of the just-released 2022 edition of “California Road Trips.” View the digital edition and order individual or bulk copies of the guide at no cost at VisitCalifornia.com/travel-guides.

View the "California Road Trip Republic" landing page.

Search Engine Marketing
This always-on foundational program layer builds a strong and qualified traveler audience by matching search queries with relevant content on VisitCalifornia.com, establishing Visit California as a travel planning resource and connecting potential visitors to linked partner websites. 


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