A Beach Ball Is the Star of California's New Ad

California, renowned for its vibrant lifestyle and diverse experiences, is embarking on a new journey with the launch of its "Ultimate Playground" campaign.

This bold initiative, unveiled under the "Let's Play" global campaign, represents the state's first brand evolution in over a decade, aiming to captivate the imaginations of travelers both near and far.

"Ultimate Playground" draws inspiration from the emerging trend identified by Wunderman Thompson Intelligence, which highlights consumers' increasing pursuit of joy, hope, and inspiration in their lives.

This trend, dubbed the "joyconomy," underscores the significance of experiences that bring happiness and fulfillment.

Research conducted by Visit California emphasizes the importance of play in people's lives, with more than 85% of consumers across six global markets expressing a desire to incorporate play into their daily routines.

 

 

 

 

 

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A post shared by Kyle “te Kiwi” Mulinder (@barekiwi)

Additionally, 43% of respondents noted that vacation is the prime opportunity to unwind and embrace playfulness.

To drive the point of the campaign, the National Institute for Play (NIFP) also reinforced the importance of play as a fundamental aspect of human well-being.

In its study, "The Power of Play: Losing and Finding Ourselves through Everyday Play," NIFP emphasized the pivotal role of play in combating anxiety, depression, and other mental health challenges exacerbated by recent global events.

"When we play, our brains 'light up' and the neural pathways formed from repeated playful times (whether early or late in life) shape how alive we feel, how well we learn, how cleverly we create/innovate, and how we relate from that point forward." 

A Campaign Inspired by 'Joyconomy'

In light of the new brand campaign, Visit California also launched a 30-second television spot named after the campaign, spotlighting the state's iconic destinations through the perspective of a beach ball.

An interactive quiz on VisitCalifornia.com allows travelers to identify their unique "play style" and discover experiences tailored to their preferences.

Welcome to The Ultimate Playground! ☀️🏖️🍷🎢🏔️🌉

Which California destinations do you recognize? ⬇️🤔 #TheUltimatePlaygroundhttps://t.co/lQ8X5ThrOA

— Visit California (@VisitCA) March 4, 2024

Caroline Beteta, president and CEO of Visit California, shares that the goal of the campaign is to highlight California's unique appeal as a destination that embodies fun and free-spiritedness.

"California's playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground." 

The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change," Beteta added.