California is portraying the role of the “Ultimate Playground,” as the state attempts to lure international visitors through its new global brand platform.

“Let’s Play” includes a 30-second hero spot capturing the simple joys of playing in California, complete with balloons, beaches, Redwoods, San Francisco trolleys, and of course, the Hollywood sign.

“We were trying to thread the needle to find something universally appealing, and that was, the ‘ultimate playground,'” says Lynn Carpenter VP of marketing for destination management organization, Visit California.

The positioning is informed by the fact that the Golden State means so many things to so many people, with an expansive economy and geography that is tough to match, but difficult to convey. While every destination has “play” opportunities, California offers a wider array of opportunities, hence the “ultimate” messaging, Carpenter says.

A new section on Visit California’s website also features a quiz for travelers to identify their “play style,” and connects visitors to regions of the state and to activities that align with each style, whether it’s vineyards, comedy clubs, food trucks and more.

It’s data that will be used to inform future campaigns and targeting. There’s custom content and itineraries based on one’s particular style, part of a personalization model it’s attempting to deliver, says Carpenter.

Carpenter adds its DNA hasn’t changed, but how Visit California expresses it needed to, given the world had changed. Part of that change, Carpenter tells strategy, is a hit that the state had taken in brand positivity, which occurred around the time of lockdowns.

The three-month, $32.8 million integrated campaign will air across Canada, the United States, Mexico, the U.K., Australia and China, with approximately $5.2 million of that earmarked for a north-of-the-border buy, not specific to this campaign, but including upcoming iterations as well, such as a road trip and family campaign.

“We are extremely focused on everyone in Canada,” she says. The organization has said that nature lovers, particularly those with a sustainability bent, find the state appealing with spots like the Joshua Tree and Palm Springs finding resonance.

The Shipyard, an indie shop based out of Ohio and California, is responsible for the creative, with Havas on the media buy. Zeno is providing PR support.

In 2022, Zeno worked on “Keeping up with the Canadians,” an online content series starring notable Canadians sharing their must-experience Californian destinations, which proved to be a hit and which also showcased the variety of activities the state can offer.