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.

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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.

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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.