Leaning into its ‘Ultimate Playground’ brand, Visit California has teamed up with the BYRDLI content creator platform in a new ‘Play Your Way’ campaign, showcasing the state’s playful attributes to Aussie and Kiwi travellers through bookable itineraries.
The new campaign leverages real-time storytelling from two Aussie content creators, Melizza Jimenez (@melizzajaunet) and Erin & Jackson (@thewaytowherever), who have created bookable itineraries through their respective travel clubs on the Australian-based platform (previously Zoku Travel), powered by Agoda and HotelBeds.
Followers can book their fave content creator’s exact journeys and accommodation stays directly through the travel club platform, connecting travel inspiration to action.
Featured destinations include San Francisco, West Hollywood, Beverly Hills, Napa, Sonoma, San Luis Obispo County, Greater Palm Springs, Mammoth Lakes, Anaheim and Santa Barbara.
In addition, the partnership will include an upcoming competition for Aussie and Kiwi creators to win a CA trip to ‘Play Your Way’.
Visit California President & CEO Caroline Beteta said the campaign will redefine how travellers explore the Golden State – a destination that continues to trend among Aussies.
“California’s playful, free-spirited attitude – paired with an abundance of experiences – create the Ultimate Playground,” she said.
“Through this partnership, Australian and New Zealand travellers will have the opportunity to experience our state firsthand in a fun, fresh and personal way.”
BYRDLI Co-Founder & CEO Vanessa Richards said creators can share their intimate knowledge to make the destination come alive and shape travellers’ experiences.
“Our partnership exemplifies how we take destinations beyond the brochure and into the hearts of travellers,” she said.
“It’s about authenticity, trust and the magic that happens when you experience a place through the eyes of someone who truly knows and loves it.”
For more info, head to byrdli.com
