Maybe you remember the images from the ads: the sparkling blue Pacific, the majestic peaks of Yosemite, fairytale vineyards and ancient redwoods reaching for the sky.
For more than 10 years, travel Advertisement painted california A place for dreamers, a place for adventure, a place to test your limits through surfing, rock climbing and skiing. National Tourism Bureau, Visit Californialed the campaign, inviting people from around the world “big dreams” and headed to Jinzhou.
no longer.
This spring, Visit California replaced “Dream Big” with a new campaign and new branding for the state as “The ultimate playgroundThe scene in the ad is much the same as before — with the addition of Rady Shell, an outdoor concert venue in San Diego set to open in 2021 — but no more references to dreams.
Caroline Beteta, CEO of Visit California, said there are several reasons for the shift, including that brand phrases like “dream big” tend to lose their power over time and that the concept of dreams has appeared elsewhere, such as in corporate advertising. middle.
Another major driver of the “Ultimate Playground” movement is the more polarized political climate across the United States, which has fueled antipathy toward California in some parts of the country.
Bettetta said the agency’s consumer research confirms that Americans increasingly view the world through a political lens, and portraying California as a dreamland struck some viewers as a political statement. The “ultimate playground” seems to be a safer, less accusatory message.
The new campaign aims to tap into pent-up excitement and demand for travel following pandemic restrictions. Research from Visit California found that 43% of consumers say the holidays are the only time they can truly relax and have fun.
Even before the new event, California’s tourism industry was doing well. Governor Gavin Newsom said over the weekend that visitor spending will reach a record $150.4 billion in 2023, surpassing 2019, signaling that the downturn caused by the pandemic is over. Last year, the surge generated billions of dollars in tax revenue for the state and created 64,900 new jobs.
For more than 10 years, travel Advertisement painted california A place for dreamers, a place for adventure, a place to test your limits through surfing, rock climbing and skiing. National Tourism Bureau, Visit Californialed the campaign, inviting people from around the world “big dreams” and headed to Jinzhou.
no longer.
This spring, Visit California replaced “Dream Big” with a new campaign and new branding for the state as “The ultimate playgroundThe scene in the ad is much the same as before — with the addition of Rady Shell, an outdoor concert venue in San Diego set to open in 2021 — but no more references to dreams.
Caroline Beteta, CEO of Visit California, said there are several reasons for the shift, including that brand phrases like “dream big” tend to lose their power over time and that the concept of dreams has appeared elsewhere, such as in corporate advertising. middle.
Another major driver of the “Ultimate Playground” movement is the more polarized political climate across the United States, which has fueled antipathy toward California in some parts of the country.
Bettetta said the agency’s consumer research confirms that Americans increasingly view the world through a political lens, and portraying California as a dreamland struck some viewers as a political statement. The “ultimate playground” seems to be a safer, less accusatory message.
The new campaign aims to tap into pent-up excitement and demand for travel following pandemic restrictions. Research from Visit California found that 43% of consumers say the holidays are the only time they can truly relax and have fun.
Even before the new event, California’s tourism industry was doing well. Governor Gavin Newsom said over the weekend that visitor spending will reach a record $150.4 billion in 2023, surpassing 2019, signaling that the downturn caused by the pandemic is over. Last year, the surge generated billions of dollars in tax revenue for the state and created 64,900 new jobs.
