'Calling All Californians'

While Visit California’s Responsible Travel Code sets the stage for how to travel, “Calling All Californians” aims to inspire residents where to travel — right here in the Golden State. Californians are ready - nearly 70% of in-state residents are already traveling or planning to travel within the next six months. The tourism industry is ready with new health and safety standards and protocols in place. Now is the time to reach this active audience with critical marketing messages around responsible travel and the benefits of staying in state.

“Calling All Californians” is Wave 2 of Visit California’s Phased COVID-19 Recovery Marketing Strategy. Phase 1 of the campaign rolled out on travel-focused digital platforms to in-state consumers actively intending to travel. The creative inspired travelers to stay in state and support local tourism-related businesses when spending their vacation dollars. Under normal circumstances, more than 70% of all tourism visits in California are by residents. By keeping spending in state, California can restart its economic engine.

Looking ahead, Visit California has produced creatives for radio, OOH, OTV and billboards on freeways in Los Angeles, Sacramento and San Francisco. These spots will continue to promote a safe travel message that also inspires in-state travel and economic recovery and feature inspirational scenes of vacationers in beach, resort and wine country settings.

Visit California has created talking points to provide additional details on the campaign, safe and responsible travel and the importance of travel in the state’s economic recovery. See talking points on "Calling All Californians" here.