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Parents Love It

The family opportunity segment is the Golden State’s largest audience, which is why Visit California rebranded the state “Kidifornia” in 2016. In the second iteration of a family-targeted TV spot, “Parents Love It” continued to position the kids as storytellers, a playful nod to market insights that children influence family decision-making including travel considerations. Accompanied by dedicated content on owned channels, digital media partnerships and global earned media efforts, the family marketing pillar showcases the world-class attractions and can't-miss destinations that inspire kids and parents alike year-round.

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