If over the next few months you feel immersed in images of California’s beaches, fun-loving attitude and free-spirited vibe, then you’ve probably been hit by the marketing bug.
The Golden State is taking over Aussie TV screens, newspapers and in some cases (*coughs* mine) dreams, as part of a new advertising campaign, which will be the biggest to be organised by Visit California in Australia.
Some $5.6 million is being spent and a bunch of celebrities have been recruited by the tourist bureau to encourage the state’s third largest market to travel across the Pacific and dip into that Californian way of life.
Famous faces such as Anna Faris (who also appeared in that Air New Zealand Hollywood safety video), Magic Johnson and George Lopez along with Michelin three-starred chef Corey Lee, skier Jonny Moseley, volleyballer Gabby Reece plus surfer Laird Hamilton and rock climbers Tommy Caldwell and Kevin Jorgeson will appear in two new videos called ‘Living the Dream and ‘Kidifornia’.
‘Kidifornia’ will run exclusively online and focuses on promoting California as a family travel destination by highlighting unique family experiences presented by 16-year-old elite American snowboarder Chloe Kim at Mammoth Mountain.
Visit California’s CEO and President, Caroline Beteta, said through this increased investment, the bureau aims to “keep California top-of-mind” among Aussie holidaymakers.
“Aussies love California’s diversity of experiences and destinations, choosing to spend time in our vibrant cities, adventure into our abundant natural wonders and everything in between.”
Caroline Beteta, Visit California CEO and President
According to latest figures indicate that some 638,000 Australians are projected to have visited the state in 2016. That is expected to grow more than three percent to 659,000 in 2017.
