California is now Kidifornia

Where Kids Rule Vacation!

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 Kidifornia

Highest testing spot by Visit California
Shot over 19 days and 22 locations along with brand spot “Living The Dream”

Click here for the corresponding website.

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

ADVENTURES IN KIDIFORNIA: INSTAGRAM SERIES

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.