California Games, in partnership with Virgin Atlantic Holidays

California Games is a high-impact B2C and B2B activation designed to harness the momentum of the 2026 World Cup™, offering a powerful platform for California and its partners to bring the Ultimate Playground to life. The fully integrated campaign spans paid media, a bespoke sales initiative and a PR-led consumer activation, all underpinned by a clear booking pathway that converts peak attention into travel demand through an integrated partnership with Virgin Atlantic Holidays.

Visit California, in partnership with Virgin Atlantic Holidays and partners, will deliver a fully integrated, multi-layered campaign designed to capitalize on the global opportunity presented by the FIFA World Cup™.​ Launching in April 2026, the integrated media and sales campaigns will run through June 2026, culminating in a multi-day experiential activation aligned with USA’s first host game of the FIFA World Cup™ in Los Angeles on June 12.​

This activation will harness global football fever to position the Golden State as the world’s ultimate sports and entertainment destination, brought to life through the Ultimate Playground platform. It represents a key opportunity for California to build positive awareness and lay the foundation for a pipeline of major sporting event, driving travel consideration and bookings for 2026 and beyond.​

The campaign will be delivered through a coordinated mix of B2C and B2B activity, combining trade-led sales initiatives, consumer media and immersive experiential touch points, designed to drive awareness, engagement and conversion.

Gold Partner: $50,000

1. Consumer activation at The Outernet, London: Destination video content showcased over two days and naming rights of a consumer activation zone, supported by logo inclusion
2. Evening standard media partnership: Destination feature within California hub, ​with opportunity for spotlighted promotion and storytelling
3. Inclusion within Virgin Atlantic Holidays x Visit California Club California agent training event

Silver Partner: $10,000

1. Consumer activation at The Outernet, London: Inclusion within the California Welcome Centre at Outernet​
2. Evening standard media partnership: Key highlights within California hub
3. Inclusion within Virgin Atlantic Holidays x Visit California Club California agent training event

• Global World Cup™ spotlight
  Align with a fully integrated campaign that leverages World Cup™ momentum to position California as the world’s ultimate sports and entertainment destination.
• Multi-layered audience reach
  Engage both consumers and the travel trade through a coordinated mix of B2C and B2B media, sales initiatives and experiential activations.
• Long-term travel impact
  Build awareness and demand that extends beyond the tournament, supporting future major events and driving travel consideration and bookings for 2026 and beyond.