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Catch the Winter Wave


Visit California's premier winter campaign, Catch the Winter Wave, brings the state's iconic surf culture to the mountains. Through original content, digital advertising and integrated social media campaigns and activations, Catch the Winter Wave showcases California's surf-to-slopes experience for winter-faring travelers around the globe. The campaign now features off-mountain activities ranging from hanging with the locals at an apr├Ęs ski bar, hitting the rink on ice skates and getting amped on snow biking tours.

Last year, the campaign launched on October 28, 2019, and the primary target shifted to focus on millennials with kids, with the outdoor active audience as the secondary target. This new target audience is comprised of those who are seeking fun outdoor experiences off the mountain, and activities that can be enjoyed by the whole family. The objective is to foster brand affinity among millennials with kids, while also focusing on long-haul mid-week traffic to snow regions.

To help leverage our reach to this new passive outdoor audience, Visit California joined with new partners, including Meredith, Adara, AdTheorent, and MOAT. They, along with returning partners TripAdvisor, Facebook, Instagram, and Snap Chat, will expand the reach of this program to family driven sites and social networks, and give access to a host of third-party user data to help drive user engagement. 

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