Visit California unveils playful global rebrand

Visit California recently launched a global brand campaign based on the Ultimate Playground platform.

“Let’s Play,” a 30-second television spot, captures the simple joys of playing in California. The three-month, $32.8 million integrated campaign will air across the United States, Canada, Mexico, U.K., Australia and China.

A brand evolution

Launched with the “Let’s Play” global campaign, the Ultimate Playground represents the first brand evolution for the state in more than a decade to inspire domestic and international travellers to visit California.

“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim –California is the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California. “The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change.”

New website section

A new section on features a quiz for travellers to identify their “play style” and connects visitors to regions of California and activities that align with each style.

For more information, go to