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California Innovates TV Spots by Tapping Visitors’ Content and Digital Influencers

Visit California’s new brand spot incorporates YouTube influencers and User-Generated Content across The Golden State and seeks to maximize shrinking attention spans

Sacramento, Calif. (Mar. 7, 2019) – Visit California’s newest TV spot, which debuted across the U.S. and Canada this month, features a myriad California Dreamers including celebrities, digital influencers and, for the first time, visitors’ social media footage.

The commercial features a star-studded cast, including actress Yaya DaCosta; kiteboarding champion Daniela Moroz; influencer duo Damon and Jo; actors and podcast hosts Dax Shepard and Monica Padman; and acclaimed chef Tyler Florence.

“California is a place of immense beauty and opportunity,” said Caroline Beteta, Visit California president and CEO. “This spot showcases The Golden State’s awe-inspiring spoils – from hidden gems to bucket-list adventures, by connecting consumers to people living the California dream.”

The new spot continues the tradition of tapping into California’s creative, free-spirited, fun-loving vibe that inspires travelers to dream big.

For the first time, Visit California incorporated user-generated content and online influencers with YouTube personalities Damon & Jo. The spot will run through May 19.

Visit California’s innovative approach also includes adding :06 stand-alone ad units along with traditional :30 and :15 television spots.

The :06 spots will run on YouTube and give a 1-scene payoff, tying directly back to the longer form, multi-scene spot. Commercials will air across the United States on a mix of national cable and broadcast television layered with video-on-demand.

Additionally, a new family spot, “Parents Love It,” is on air and also includes :06 spots for YouTube that playfully feature “Kidifornia travel tips” from kids.

California experiences and locations featured in the new TV spot include:

  • Fern Canyon, a hidden gem in Humboldt County, where visitors are surrounded by pristine canyon walls covered 50-feet high in ferns
  • Human nests, found at Treebones Resort in Big Sur, where visitors can spend the night amongst the stars
  • Fresh catch of the day with celebrity chef Tyler Florence off the coast of Catalina Island
  • Lake Siskiyou with the majestic Mount Shasta in the background
  • Stargazing with a vintage Airstream in Lake Tahoe
  • Celebrity hobnobbing at Griffith Observatory with Dax Shepard and Monica Padman
  • Kitesurfing under the Golden Gate Bridge with professional athlete Daniella Muroz
  • Spending the day suspended from a portaledge in Yosemite … or on a Hollywood backlot set, with thrill seeker Yaya Dacosta
  • The San Diego coastline with free-flying, foot-launched paragliders


ABOUT VISIT CALIFORNIA:

Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state’s travel industry – that inspire travel to California. Travelers spent $132 billion in 2017 in California, directly supporting more than 1.1 million California jobs and $10.9 billion in state and local tax revenue. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.

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