The Purposeful Brand Award
2024
Nominee
Finalist
Shortlist
Winner
Visit California Brand Evolution
Visit California
The “Ultimate Playground” brand evolution emerged from extensive research into the changing preferences of travelers in a post-pandemic world. Recognizing the growing desire for experiences that foster joy and well-being, Visit California repositioned its messaging to emphasize the state’s diverse opportunities for play and adventure. The campaign was developed with a focus on three key goals: reconnecting with domestic and international travelers, addressing the heightened demand for escapism, and reinforcing California’s reputation as a top destination for recreation.
To achieve these goals, Visit California executed a comprehensive strategy across owned, earned, and paid media channels, including a dynamic digital content push that leveraged storytelling, social media engagement, and partnerships with influencers. Early results showed increased engagement and positive sentiment across target audiences, affirming the campaign’s alignment with traveler needs during a period of global uncertainty.
To ensure the success of the repositioned brand strategy, Visit California employed a multifaceted approach that strategically used innovative technology, captivating content, and local resources. This approach was exemplified in the "Let's Play" campaign, which incorporated interactive digital tools like the "Let's Play" quiz to provide personalised experiences for users based on their travel styles and preferences. The campaign also collaborated with local creators and influencers, bringing authenticity to the portrayal of diverse regional experiences. This collaboration, combined with partnerships with Destination Marketing Organisations (DMOs) and industry partners, amplified the campaign's reach and showcased California's variety through both community-driven storytelling and digital innovation.
Judges Comments
VisitCalifornia have demonstrated that when it comes to purpose - resonating with audiences in a meaningful way, it's important to leverage audience insights alongside psychographic research to gain a better understanding into their needs and motivations. The "Ultimate Playground" is a perfect example of designing a campaign around a clear understanding of the audience, matching this with the competitive aspects of the destination which set it apart from its competitors.
Through playful execution of a well rounded set of creative elements, VisitCalifornia has delivered an uplifting campaign which presents a positive proposition offering an antidote to the global 'ploycrisis' identified in the rational behind the campaign. Overall, the campaign was excellently executed. It has a solid strategic underpinning, a rich array of creative content elements and is really well executed with personalisation of content delivering excellent results for the campaign.
The judges consider VisitCalifornia's entry to be a superb example of a campaign which is executed by the book. It demonstrates the importance of ensuring all steps in campaign planning are executed meticulously, including research, brand development and data capture to ensure it delivers results.
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