Family Travel
It's no secret that California is the ultimate family playground, where kids can be kids – and adults can be too. Led by the global broadcast TV commercial, "Childhood Rules" accompanied by dedicated content on owned channels, digital media partnerships and global earned media efforts, the California Family Initiative showcases the world-class attractions and can't-miss destinations that inspire kids and parents alike year-round.
Background
In February 2016, Visit California launched an integrated global initiative targeted at families, deployed across paid, owned, earned and travel trade channels. Visit California's "Childhood Rules" family travel campaign builds on seven years of successful family travel programming and offers new potential to inspire this valuable target audience in fresh ways. To better understand the achievements of Visit California’s family program to date, it is useful to look at historical research and planning efforts used to shape strategy and early program development, along with key performance indicators demonstrating success in reaching and influencing this segment.
Visit California’s Family Initiative keys in on the idea of California as the ultimate family playground, with messaging highlighting the unparalleled roster of kid-friendly experiences across the state. Ultimately, the initiative showcases the abundant experiences suited to every family member.
