California to Launch New Tourism Campaign: First Look at 'The Ultimate Playground'
Skift Take
California's reputation as an ideal tourism spot was dinged during the pandemic. The state is trying to remind travelers that it's still a fun destination.
Visit California is reintroducing itself globally with a new $32.8 million tourism rebranding campaign – its first in a decade — on March 4.
The tourism body is adopting a new "brand platform" called “The Ultimate Playground." The tourism campaign plays off of California’s free-spiritedness and abundance of destinations and experiences. The campaign is based on research about the value of play from the Nati
