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Visit California goes after moms with new kid-friendly marketing campaign

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Skift Take

Why waste time appealing to men who will only turn to their wives for permission to book that plane ticket? California’s marketing board is listening to research that’s found women, especially mothers, are the ones booking travel.

— Samantha Shankman

Visit California is launching its first dedicated family travel initiative, ‘Playground California,’ with the national airing of its new Kids at Play TV commercial on Feb. 25, 2013. The integrated marketing campaign showcases the abundance of family travel experiences available throughout the Golden State, positioning California as the ultimate playground for spring break, summer vacation and beyond.

Additional elements of the campaign include digital advertising, media relations, parent blogger engagement and a comprehensive content integration partnership with Nickelodeon and online radio station Pandora and their ‘Moms who Rock’ series.

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