California Tourism Board Launches Global Brand Campaign ‘Let’s Play’

The California Tourism Board has launched a global brand campaign ‘Let’s Play’, based on the platform ‘The Ultimate Playground’. This marks the brand’s first major renewal in over a decade, aimed at appealing to domestic and international travelers to visit.

The campaign includes a TV commercial ‘Let’s Play’ that encapsulates the pure joy of playing in California. This TV commercial will be broadcast in the USA, Canada, Mexico, the UK, Australia, and China.

Furthermore, the website offers a quiz, based on research from the National Institute for Play (NIFP), that allows travelers to find their perfect “play style” and introduces them to various regions and activities in California.


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