Visit California Launches Family Travel Initiative

californiaVisit California reports the launch of its first dedicated family travel initiative, ‘Playground California,’ with the national airing of its new Kids at Play TV commercial on Feb. 25, 2013.  

The integrated marketing campaign showcases the abundance of family travel experiences available throughout the state, positioning California as a playground for spring break and summer vacation, the group reports.

Additional elements of the campaign include digital advertising, media relations, parent blogger engagement and a comprehensive content integration partnership with Nickelodeon and online radio station Pandora and their ‘Moms who Rock’ series. Combined, the campaign will fully engage head-of-household travel decision makers in the California travel experience.

“We’re encouraging modern families to come to California for a good, old-fashioned ‘unplugged’ vacation,” said Caroline Beteta, Visit California president and chief executive officer. “From one of the longest ski seasons in North America and iconic natural landscapes to globally-recognized theme parks and endless stretches of coast line, the Golden State truly is a family’s ultimate playground.”  



The group says teen actor Rico Rodriguez, from ABC sitcom “Modern Family” leads a cast of kids unplugged from technology enjoying California’s beaches, theme parks, zoos, aquariums, museums, national parks and resorts in the campaign’s new “Kids At Play” commercial. The spot juxtaposes kid-friendly activities with dialogue centered on common digital and social media terms.  

This is the first time a Visit California commercial has only featured children, the group says.

The spot will air nationally in the U.S. on cable TV and syndicated CBS programming, as well as in Canada on select national specialty TV networks

13 family-friendly locations from across California are showcased in the new television commercial.The commercial recommends viewers to “start planning your family’s playtime” at VisitCalifornia.com:
www.visitcalifornia.com/Playground-California/Kids-At-Play/

Visit California (formerly known as the California Travel & Tourism Commission) is a non-profit organization. According to Visit California, travel and tourism expenditures total $102.3 billion annually in California (20 percent of which is international), support jobs for 893,000 Californians and generate $6.3 billion in state and local tax revenues.

Visit www.VisitCalifornia.com