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'What If, California'


The inspirational “What If, California” campaign builds on in-state marketing efforts to promote the power of possibility to a national audience through digital, online TV and linear TV layers to boost California’s economic recovery.

oftentimes the littlest people dream the biggest dreams

The creative reflects the California brand and promise of dreaming big, with a call to action to visit soon. Since 2013, Visit California has anchored inspirational messaging that identifies California as a place where everyone can Dream Big. A place of abundance and magnet for dreamers and their dreams, California offers a wholly unique lifestyle and attitude that celebrates diversity, champions being open-minded, and welcomes the promise of possibility.

The “What If, California” brand is currently supporting Visit California’s international and cooperative marketing efforts. Visit California’s current flagship domestic campaign is “Am I Dreaming?

The key campaign objective is to restore and increase leisure spend in California. 

1. Stimulate California’s tourism economy and inspire domestic travel
2. Broaden campaign reach to drive deeper consumer penetration
3. Shorten the recovery timeframe by aggressively marketing the invitation to travel
4. Balance the distribution of travel across the state

Check out more about the “What If, California” campaign:


  • Consider participating in the Leveraged Media Co-op:
    • This co-op gives industry partners access to deeply discounted rates on digital platforms including Expedia, Trip Advisor, Sojern, and Adara.
    • Industry partners can select desired media channel(s) and desired regional target segments in California to promote their own What if message.

  • Amplify the "What If, California" campaign on your owned channels:
  • Spread the word and encourage your community to participate by sharing through your website, blog, e-newsletter, interviews or PR activities:

For questions about "What if, California" contact Brand Marketing Manager – Global Creative Ashley Abney.


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