Visit California is out with a fresh marketing campaign from its agency The Shipyard called “Let’s Play.”  

The integrated campaign launched today and is backed by a $32.8 million media budget across Linear TV, connected TV, streaming platforms, digital media, podcasts, social media, and out-of-home advertising in the U.S., Canada, Mexico, U.K., Australia, and China. 

The campaign is anchored by a 60-second video spot designed to highlight California’s “adventurous spirit,” and its status as “the ultimate playground.”  

The playground positioning is new, and the agency says, grounded in research revealing a perception that California “inspires people to play.” 

“California’s DNA as a famously playful place is globally recognized,” said Caroline Beteta, President and CEO of Visit California. “With sunny weather year-round and endless options for entertainment, California is the ultimate playground for visitors from across the globe.” 

Towering sequoia trees, Southern California beaches and other diverse landscapes in California provide a picturesque backdrop in the anchor spot as locals and visitors work together to keep a beach ball in the air. 

Kerry Krasts, Executive Creative Director at The Shipyard said, “California is blessed with the biggest and best playground anyone could ask for and the beach ball represents California’s playful spirit and the contagious nature of fun and joy that you feel when you are here.”