Visit California launches "Ultimate Playground" campaign

"Let's Play" is the first of a planned sequence of campaigns in Visit California's 2024 "Ultimate Playground" positioning initiative.

The campaign includes a series of video assets that can fit into a variety of media placements along with a library of image assets for digital display. A $32.8M paid media campaign launched in March is expected to draw more than 2.5B impressions via network TV, online TV and digital partnerships - with Netflix, YouTube TV, Hulu, Paramount+, Spotify, Buzzfeed, Kargo, Peacock and others - supported by OOH advertising in the US, UK and China.

The campaign has also been localized for China, Mexico and South Korea.

Ads were run during the Final Four March Madness tournament and will run during the NBA playoffs also.

Campaign also includes celebrity integrations with The Jennifer Hudson Show and podcasts by Conan O'Brien and Rob Lowe.

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