Visit California is planning a YouTube takeover in four countries with its ’24 Hours. 24 Dreamers’ campaign.
The tourism body will have 100% share of advertising voice on YouTube desktop and mobile sites for 24 hours in the US, Canada, UK and Australia. It is expected to deliver more than 135 million impressions.
Caroline Beteta, president and chief executive of Visit California, said: “We want the launch of this campaign to emulate the pioneering attitude California is known for.”
“Our first-of-its-kind content partnership with Google will showcase the unique and creative ways Californians from across the state realize their dreams; the land of boundless opportunity, epitomized by Hollywood, Silicon Valley and its frontier heritage, California is the place where people don’t just dream, they Dream Big.
The takeover will see a new video every hour focusing on Californians who have made their dreams possible in the Golden State go live over 24 hours.
The YouTube takeover will start at midnight in the US on February 28 and on March 1 in Australia.
The takeover is the initaioal campaign launch effort for the tourism body’s new Dream 365 Project (see teaser video below) which will feature “offbeat” and “thought-provoking content”. Content will include videos, memes, tweets, time-lapses, photos and more.
Google’s industry director for travel Rob Torres said Google is excited to see Visit California launch “such a cool and unique campaign”.
"The travel industry is starting to embrace the power of online video and this Visit California initiative is leading the way,” Torres said.
“They are creating a memorable brand experience for consumers online and leveraging the capabilities of YouTube and the Google Display Network to extend that experience across devices and international markets."