Family travel messaging: ‘Childhood Rules’

California is The Ultimate Family Playground, where kids and adults can find their inner child. In 2016, Visit California launched an integrated global initiative targeted at families. This core visitor segment has been a high priority as families typically travel more often, stay longer and spend more per trip. 

The current family campaign, Childhood Rules, debuted in spring 2023 and puts kids in the driver’s seat when it comes to planning a vacation in California. The playful creative showcases just how much fun both kids and parents can have whether visiting a popular theme park, zip lining through redwoods or chasing waves on one of the state’s many beaches.

Led by a broadcast TV commercial, the Childhood Rules campaign is accompanied by dedicated content on owned channels, digital media partnerships and global earned media efforts with distribution in key international markets.

Global markets 

• Australia

• Canada

• Mexico

• U.K.

• U.S.

Family travel inspiration is woven throughout Visit California’s arsenal of owned, earned and travel trade initiatives: 

• A dedicated Visit California  family trip planning portal offers suggestions from throughout the state for families planning future trips. 

• Family focused trips for influencers and media introduce writers and content creators to the  abundance California offers for families. 

• Many  “California Now Podcast” episodes highlight family friendly activities, ripe with inspiration for trip planning. 

• Family-friendly experiences continue to be shared with travel advisors through trade show meetings and Visit California's online education tool, California Star.