California is “the ultimate family playground.” With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums and more, it's almost like the whole state was made for kids (and it brings out the playful side of parents too!).
All of these awesome options make California one of the most kid-friendly places in the world, so we're changing the name from California to Kidifornia—where kids rule.
The family initiative delivered over 2.3B impressions — including digital display, digital video, social and television — across four markets. Collectively, the campaigns drove 1.7M sessions to the Visit California website.
BRAND TV
Welcome To Kidifnornia
Highest testing spot by Visit California
Shot over 19 days and 22 locations along with brand spot “Living The Dream”
Parents Love It
Produced 2 years later with brand spot “Spoiled,” Parents Love It took over as VCA’s leading TVC
:06 bumpers provided increased brand awareness through quick, recall-based video messaging
Gold Addy Winner
BRAND TV
Adventures in Kidifornia is a 60 second, social media forward series aimed at inspiring fun and educational family trips.
It combines illustrations, talk or thought bubbles, and supers to tell the story while teaching a little about each location. In each episode, we follow “the explorers” as they travel to family-friendly destinations around California and check out all the amazing things there are to do.
CORRESPONDING SOCIAL
SOCIAL STATIC ADS
PINTEREST ADS
FB + IG ADS
EXPERIENTIAL
GIVEAWAYS
