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California Road Trip Republic


Visit California's brand campaign, California Road Trip Republic (CRTR), provides an adventurous layer to the Dream Big global brand advertising program. Inspiring visitors to get off the beaten path and visit the lesser-known, hidden gems of California, CRTR is about a sense of freedom, discovery and transformation through transportation. The OTV commercial spot is based on the song, “Born to be Wild,” and captures our distinct California lifestyle and attitude. So join in, buckle up, roll down the windows, crank some tunes, and ride with us — in the California Road Trip Republic.

The aim of the California Road Trip Republic campaign is to build awareness of California as the ultimate road trip destination while fueling active consideration among potential road trippers. The Golden State is where bold adventurers come in search of bucket-list experiences, and with 395,000 miles of roadways, there are endless opportunities to get off the beaten path.

The global TV spot, “Born to Be Wild,” is set to Steppenwolf’s iconic anthem. Viewers are invited to explore all the wonders to be found when one heads out “on the highway, looking for adventure.


The campaign includes video assets of varying lengths to accommodate a wide range of media placements, along with a well-rounded digital display campaign and library of image assets featuring California’s rural regions.  

The paid media campaign is supported by digital and print assets that offer everything a visitor needs to book a trip and hit the road.


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