California recently rebranded itself as the “Ultimate Playground,” shifting from its previous branding of “Dream Big.” Caroline Beteta, CEO of Visit California, explained that the change was driven by the need to address the negative impact of media coverage of the state’s wildfires on its image. The new branding aims to highlight California as a destination for leisure and play, emphasizing the importance of travel in renewing and rejuvenating individuals. The state’s image took a hit during the pandemic, but Visit California wanted to focus on the state’s diverse and authentic appeal.
The shift in branding was also influenced by the changing global sentiment due to the pandemic, as people started to value tourism and play more after being restricted in their travels. The “Ultimate Playground” theme was chosen as a direct call to action for travelers looking to fulfill their pent-up demand for travel. While the “Dream Big” messaging is still relevant, it now plays a higher-funnel role focusing on California’s attributes like inclusiveness and innovation. The rebranding was also a response to the media’s focus on California’s wildfires and resident sentiment, aiming to move away from the negative narratives and highlight the state’s authenticity.
International tourism, especially from China, has been slow to recover in California post-pandemic, lagging behind leisure and meetings travel. While leisure and business travel have surpassed pre-pandemic levels, the recovery of the international market, especially China, has been challenging. Visit California is optimistic about China’s recovery, despite policy issues impacting route approvals. The organization has been investing in marketing campaigns and destination stewardship initiatives using pandemic relief funds to accelerate the recovery and support the industry.
California’s meetings industry has been reshaping post-pandemic, with efforts to attract more events and conventions to the state. Visit California launched the “Meet What’s Possible” campaign, allocating dedicated dollars to promote meetings in California. While the recovery has been significant, with 74% recovered as of December, the focus remains on regaining international meetings, especially from China. The state’s gateway destinations, such as San Diego and Palm Springs, have fully recovered, but the lag in international meetings persists.
Visit California often partners with celebrities to promote the state as a travel destination. Celebrities are not only featured on visitor guides but also integrated into owned and earned social channels to align with the California brand. The organization’s rule for working with celebrities is that they must pledge allegiance to the California brand and have a connection to the state. Collaborations with celebrities, such as Jennifer Hudson, have helped increase brand visibility and engagement on social media, showcasing the state’s diverse offerings and attractions. Overall, partnerships with celebrities have been a successful strategy in promoting California as a desirable travel destination.
