“California’s playful lifestyle, paired with our abundance of experiences, creates something no other destination can claim – California is the Ultimate Playground. said Caroline Beteta, President and CEO of Visit California.
California is inviting visitors around the world to escape to the Ultimate Playground, where an abundance of adventures and experiences give travelers permission to play their own way – on a hike, on a road trip or simply relaxing on a beach or tasting wine.
“California’s playful lifestyle, paired with our abundance of experiences, creates something no other destination can claim – California is the Ultimate Playground. said Caroline Beteta, President and CEO of Visit California. The Ultimate Playground represents the first brand evolution for the state in more than a decade to inspire domestic and international travelers to visit California.
Research from Visit California and decades of scholarly works provide a strong foundation for a playful brand identity. More than 85% of consumers across six global markets agree it is important to incorporate play into their lives, and 43% said that vacation “is the only time I have to really let go and play,” according to Visit California’s consumer research.
“Travel is a time and place that gives us permission to embrace play, and California offers every visitor an opportunity to play in a way that speaks to them,” Beteta said. “Vacation can be an excellent time to rekindle joy, rediscover how to play and then take that playful spirit home as a souvenir.”
The National Institute for Play (NIFP), founded in 1989 to study the scientific knowledge on play behavior and its implications, has found that play is necessary for a healthy, happy life. Play is as vital to humans as sleep, and embracing play can have a tremendous positive impact on our physical, mental and social well-being.
A new NIFP study released last week – “The Power of Play: Losing and Finding Ourselves through Everyday Play”, refreshes those findings from decades of research and provides a vital call to action.
The study is a comprehensive summary of more than 100 sources from scholars in a wide array of fields, describes eight distinct styles of play, the basis of people’s individual pursuits that bring them the most pleasure and fulfillment.
“When we play, our brains ‘light up’ and the neural pathways formed from repeated playful times (whether early or late in life) shape how alive we feel, how well we learn, how cleverly we create/innovate, and how we relate from that point forward,” the study says.
Visit California is launching a global brand campaign based on the Ultimate Playground platform. “Let’s Play,” a 30-second television spot, captures the simple joys of playing in California. The three-month, $32.8 million integrated campaign will air across the United States, Canada, Mexico, U.K., Australia and China.
A new section on VisitCalifornia.com features a quiz for travelers to identify their “play style” and connects visitors to regions of California and activities that align with each style.
