California Launches ‘Ultimate Playground’ Brand invites global travelers

California beckons travelers from across the globe to indulge in the Ultimate Playground, where a plethora of adventures and opportunities await, granting visitors the freedom to tailor their experiences to their liking – whether it’s embarking on a scenic hike, embarking on a road trip, or simply unwinding on a sandy beach or savoring fine wines.

“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California. “The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change.”

Research conducted by Visit California, along with decades of scholarly literature, establishes a robust basis for cultivating a vibrant brand identity. Over 85% of consumers surveyed across six global markets express the significance of integrating playfulness into their daily lives. Furthermore, Visit California’s consumer research reveals that 43% of respondents view vacation as their exclusive opportunity to unwind and engage in playful activities.

“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.”

According to Wunderman Thompson Intelligence, consumers are ushering in a “joyconomy,” as revealed by their recent examination of consumer trends in the United States, United Kingdom, and China titled “The Age of Re-enchantment: Emerging Trends and Opportunities.” The study unveiled several key insights:

• 89% of respondents view fun as an essential element that sustains them during challenging times.
• 83% actively seek out experiences that cultivate joy and happiness.
• A significant majority, comprising 72%, express a desire for more joy, followed by hope (71%) and inspiration (62%) in their lives.

Additionally, the National Institute for Play (NIFP), established in 1989 to delve into the scientific understanding of play behavior and its significance, has underscored the vital role of play in fostering a healthy, fulfilling life. Their research suggests that play is as fundamental to human well-being as sleep, and embracing it can yield significant positive effects on physical, mental, and social dimensions.

A recent NIFP study titled “The Power of Play: Losing and Finding Ourselves through Everyday Play,” released just last week, reaffirms these long-standing findings and issues a compelling call to action.

“At the National Institute for Play, we maintain play is an urgent public health necessity,” says the paper’s foreword. “The pandemic and its aftermath, our nation’s extreme political polarization, global geopolitical conflicts, and the climate crisis contribute to unprecedented, widespread levels of anxiety, depression, addiction, and hopelessness. Play is part of the solution.”

The research offers a thorough overview, compiling insights from over 100 scholarly sources across various disciplines. It delineates eight unique play styles, representing individuals’ primary avenues for experiencing joy and satisfaction.

“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.

The NIFP study also establishes a direct correlation between travel and recreational activities.

“The intention of travel is routinely framed as ‘leisure’ and ‘recreation’ – experiences that happen to the traveler,” co-author Scott G. Eberle writes in the study afterword. “But travelers may seek the occasion for a deeper, rounder, more active, more personal and tailored reward, play. Travel gives travelers permission to play their own way. The lucky ones will find that play itself is the destination.”

Today, Visit California launches a global brand campaign centered around the Ultimate Playground concept. Titled “Let’s Play,” a 30-second television advertisement captures the pure enjoyment of indulging in recreational activities in California. With a budget of $32.8 million, this integrated campaign will run for three months and span across various regions including the United States, Canada, Mexico, U.K., Australia, and China.

The campaign introduces a new segment on VisitCalifornia.com where travelers can take a quiz to discover their preferred “play style.” This feature then connects visitors with California regions and activities that best suit their identified style.

Drawing on insights from the NIFP, the campaign identifies eight play styles – Collector, Competitor, Creator, Director, Comedian, Explorer, Mover, and Storyteller – which are believed to manifest from infancy. These styles are deeply rooted in extensive research, emphasizing the universal human necessity for play.

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