Visit California unveils "Let's Play" campaign, inviting global travellers to 'Ultimate Playground'
This marks California's first brand evolution in over a decade, rooted in research from the National Institute for Play (NIFP), showcasing the state as a vibrant destination where visitors can indulge in carefree fun and adventure. The campaign, based on extensive consumer research, reflects a growing trend dubbed the "joyconomy" by Wunderman Thompson Intelligence. It underscores the importance of fun and experiences that bring joy, hope, and inspiration, with 89 per cent of consumers seeing fun as a necessity during challenging times.
This marks California's first brand evolution in over a decade, rooted in research from the National Institute for Play (NIFP), showcasing the state as a vibrant destination where visitors can indulge in carefree fun and adventure. The campaign, based on extensive consumer research, reflects a growing trend dubbed the "joyconomy" by Wunderman Thompson Intelligence. It underscores the importance of fun and experiences that bring joy, hope, and inspiration, with 89 per cent of consumers seeing fun as a necessity during challenging times.
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