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It's no secret that California is the ultimate family playground, where kids can be kids – and adults can be too. So Visit California renamed the state "Kidifornia" as part of an integrated platform to promote family travel to the state. Led by the global broadcast TV commercial, "Parents Love It," 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.


In February 2016, Visit California launched an integrated global initiative targeted at families. Centered around a new creative platform – “Kidifornia” – and deployed across paid, owned, earned and travel trade channels, programming builds on five years of success targeting family travelers 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.

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