From alcohol and burritos on the shore to searching for mushrooms in the hills during a guided hike, California is hailed as the “Ultimate Playground,” as stated by Visit California.
The state’s tourism board, dedicated to promoting California as a top-tier vacation spot globally, has revamped its branding after more than a decade to highlight the Golden State as the ideal place for leisure and recreation.
“California’s playful way of life, combined with our myriad of experiences, offers something unique that no other destination can match – California is the Ultimate Playground,” remarked Caroline Beteta, the president and CEO of Visit California, in a press release.
While the essence of Visit California’s previous campaign, known as “Dream Big,” portrayed California as a land of boundless opportunities and inspiration for trying new things, the latest branding shift aims to leverage health and wellness insights to encourage visitors to indulge in a carefree and enjoyable vacation in California.
Drawing from consumer research across six global markets, where over 85% of respondents agree on the importance of incorporating play into their lives, Visit California’s updated strategy resonates with the sentiment that vacations are crucial for unwinding and engaging in recreational activities.
The institution emphasizes that play is not exclusive to children but is deemed a vital public health requirement, supported by scientific evidence. Beteta stressed the need for a shift in mindset regarding the time allocated for play, as indicated by dissatisfactions across various age groups with their current playtime.
The recent global campaign rollout includes a fresh commercial and a quiz on Visit California’s website, enabling visitors to discover their unique “play style” and linking them to specific regions in California offering activities aligned with their preferences.
This three-month, $32.8 million integrated campaign is set to air in key markets such as the United States, Canada, Mexico, the U.K., Australia, and China.
What are the recreational opportunities in California?
Visit California presents California as the “Ultimate Playground” in a subjective handbook suggesting ways to enjoy the state.
The Mystery Spot in Santa Cruz provides an intriguing experience for visitors. Additionally, ForageSF in Santa Cruz, Marin County, Sonoma coast, and Sierra Nevada foothills offers guided foraging excursions for mushrooms, wild plants, and seaweed.
According to Visit California, food is a cause for celebration in the state, with various ways to revel in culinary delights. Visitors can witness the world’s largest vat of guacamole in Carpinteria, admire a 40-foot-long tamale, or indulge in garlic ice cream.
California leads the craft beer movement with a plethora of craft breweries, surpassing all other states in numbers. The state’s vineyards, spanning from north to south, provide abundant opportunities for wine tasting.
For those transitioning from playtime to rest, unique overnight experiences are available at the San Diego Zoo Safari Park, Safari West in Sonoma County, Fresno Chaffee Zoo, Oakland Zoo, and Santa Barbara Zoo, where visitors can sleep amidst lions, tigers, and bears.