Visit California has launched ‘The Ultimate Playground’ as the State’s new branding platform to international visitors.
“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California.
“The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change.”
Research from Visit California and decades of scholarly works provide a strong foundation for a playful brand identity. More than 85% of consumers across six global markets agree it is important to incorporate play into their lives, and 43% said that vacation “is the only time I have to really let go and play,” according to Visit California’s consumer research.
“Travel is a time and place that gives us permission to embrace play, and California offers every visitor an opportunity to play in a way that speaks to them,” Ms Beteta said. “Vacation can be an excellent time to rekindle joy, rediscover how to play and then take that playful spirit home as a souvenir.”
