Visit California held a media briefing on May 27th to unveil its new global brand campaign, ‘Let’s Play’. This marks the bureau’s first brand renewal in over a decade, introducing the global campaign ‘Let’s Play’ and the platform ‘The Ultimate Playground’.
According to research by Visit California and academic studies over decades by institutions dedicated to the study of play, a healthy and happy life requires the power of play. California, with its enthralling destinations full of playfulness, embodies the ‘The Ultimate Playground’.
Based on research by the National Institute for Play (NIFP), content is available that allows travelers to identify their perfect ‘playstyle’. This means individuals can discover which of the eight playstyles they align with: the ‘Artist’ who finds joy in creating and making things work; the ‘Joker’ who enjoys making people laugh; the ‘Competitor’ who relishes in games; the ‘Explorer’ interested in seeking out new emotions; the ‘Director’ who loves organizing and hosting events; the ‘Collector’ who enjoys gathering interesting objects and experiences; the ‘Storyteller’ who delights in enjoying, creating, and performing stories; and the ‘Mover’ who prefers to be active. This content introduces areas and activities in California according to these playstyles in a unique way.
Going forward, Visit California plans to implement strategies targeting these eight playstyles.
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