Global brand: The Ultimate Playground

Visit California is celebrating the state’s “you-do-you” attitude by positioning California as The Ultimate Playground. California has always been a playful place with an abundance of must-see destinations and can’t-miss experiences — something for every style of play. This platform is a catalyst for encouraging travelers to find playfulness as they travel throughout the Golden State.

 

Let’s Play is the first campaign bringing The Ultimate Playground positioning to life. The hero video asset in the Let’s Play campaign is a creative, music-driven spot that features a beach ball — which was invented in California – taking a journey through California in an impromptu game of “keep it up.” The spot is set to the iconic song “Mr. Blue Sky” by Electric Light Orchestra, a cross-generational hit with a great beat to move to as the ball travels from region to region.

California inspires people to pursue playfulness in their lives, whether it’s exploring the outdoors, a cultural experience or taco trail, recharging at a spa or traveling with family. California’s tourism industry is encouraged to embrace the spirit of play in your destination.

California is welcoming travelers to The Ultimate Playground with a new global brand platform. This brand evolution is grounded in research from the National Institute for Play, designed to inspire visitors to discover fun and free-spirited vacations in California.  

The power of play is scientifically proven by research, showing that when we play, our brain 'lights up' and helps shape how alive we feel, how well we learn, how cleverly we create or innovate, and how we relate from that point forward.

Whether it’s exploring the outdoors, a cultural experience, or taco trail, recharging at a spa or traveling with family, California inspires people to pursue playfulness in their lives, so we encourage the industry to embrace the spirit of play in their destination.

All Visit California campaigns are a reflection of The Ultimate Playground brand positioning. A family travel campaign and road trips campaign focus the Ultimate Playground Messaging and key demographics who seek out different types of play.  Combined, the campaigns show that no matter what your playground is — adventure, relaxation, culinary or YOLO — you will find it in California.