Custom content by Travel + Leisure brings The Ultimate Playground to life

Visit California partnered with America’s largest print and digital publisher DotDash Meredith to develop a branded content program highlighting the many ways travelers can play in California. The goal? Drive awareness and consideration for California as The Ultimate Playground when choosing the next travel destination by leveraging influential content creators. 

The partnership featured four influencers:

• Ethan Abitz (@ethanabitz)
• Brian Kirkwood (@briantreks)
• Brian McIntosh (@whereintheworldisb)
• Jules Nguyễn (@finding.jules)

Each influencer took the Visit California Play Style Quiz, built itineraries based on their individual play style then created videos capturing their California experiences. The videos live on a dedicated Visit California Travel + Leisure microsite, which also takes a deeper dive into the four regions and 18 California destinations captured in their reels — including expanded travel guides that connect readers to 73 businesses and industry partners.

The influencers also posted the videos on their individual social media channels, amplifying reach. The overall media buy also included high impact banners and native social promotional units. In total, the campaign saw over 6 million impressions. The campaign wrapped in June, but the microsite will remain live until August 24.