Visit California has unveiled its new brand campaign for the Australian market – a $5.6 million investment in TV, digital and out-of-home brand advertising, public relations and other marketing activities.
The campaign is the most expensive one Visit California has made for Australia, and will be spearheaded by two new TV spots, “Living The Dream” and “Kidifornia”.
The “Living the Dream” ad, which is now on-air in Melbourne, Brisbane and Sydney, features an all-star cast including actress Anna Faris, basketball legend Magic Johnson, actor and comedian George Lopez, and Michelin three-star chef Corey Lee.
“Kidifornia”, which is running exclusively online, showcases California as a premier family travel destination and features 16-year-old elite American snowboarder Chloe Kim.
The campaign is Visit California’s eighth in Australia, and will run from until Tuesday 11 April 2017.
With its new 787-9 Dreamliner service from Melbourne to Los Angeles recently announced, Qantas will be the exclusive airline partner for Visit California’s digital executions in March, extending the campaign reach through activity on its own marketing and social channels, including in-flight media.
According to Visit California, Australia is the US state’s third-largest overseas market by visitor volume, with more than 638,000 Aussies estimated to have visited California in 2016, and the tourism organisation said this figure is expected to grow by more than three per cent in 2017.
“We are excited to see steady year-over-year growth in our Australian visitation numbers, made possible by strong airlift and a growing number of non-stop flights into California,” Visit California president and CEO Caroline Beteta said.
“Aussies love California’s diversity of experiences and destinations, choosing to spend time in our vibrant cities, adventure into our abundant natural wonders and everything in between. With this increased investment, we intend to keep California top-of-mind with Australian travellers.”