Visit California unveiled its new integrated marketing camping directed at families earlier this week. The ‘Playground California’ campaign shows families enjoying the vast selection of family experiences available in the Golden State.
The campaign has used all forms of media to demonstrate the fun that can be had in California, from the Kids at Play TV advertisement, which aims to show off the state as the ultimate playground for children, to a new radio station feature called ‘Moms who Rock’ that encourages parents to call in and tell people about their days out.
President and chief executive officer for Visit California Caroline Beteta said "we're encouraging modern families to come to California for a good, old-fashioned 'unplugged' vacation...From one of the longest ski seasons in North America and iconic natural landscapes to globally-recognized theme parks and endless stretches of coast line, the Golden State truly is a family's ultimate playground."
The TV campaign will focus on 13 locations across the state that are perfect for family days out. Some of the locations in the campaign include the Mount Hermon zipline in Santa Cruz, a trail of six ziplines positioned high up in the Santa Cruz Mountains, The Beluga Whales at SeaWorld in San Diego, an in-water interaction programme that gives families the chance to get up close and personal with the whales, and horseback riding by the Hollywood sign.
Other locations that draw in families every year to California include Disneyland California, Universal Studios Hollywood and the Santa Monica Pier amusement park.