Visit California set to launch new ‘Dreamers’ campaign in Australia via Mering Carson
Visit California is set to unveil its new “Dreamers” television commercial to Australian trade and media this week via US agency Mering Carson.
The spot showcases the abundance of ways the Golden State appeals to dreamers, inviting visitors to “Dream Big” on their next California vacation.
Says Caroline Beteta, Visit California president and chief executive officer: “The new ‘Dreamers’ commercial shows how our fun-loving, free spirited vibe encourages visitors to follow their dreams here to California – and not just to the more obvious places like Silicon Valley or Hollywood.
“Dreaming big is a unique state-of-mind that can be found in people statewide, from flying like a super hero on a jet pack in San Diego to playing princess at a castle among the vineyards of Napa Valley.”
The thirty second version of the “Dreamers” commercial will air nationally for six weeks from January 27, 2014 and is part of Visit California’s $2 million consumer marketing investment in Australia for the 13/14 fiscal year.
In the new TV spot, William Shatner leads a cast of iconic Californians enjoying a selection of big, bold and inspiring experiences. In addition to the Hollywood actor, singer-songwriter, Sara Bareilles: epic skateboarder “Big” Bob Burnquist; three-time Olympic Gold Medalist, Kerri Walsh-Jennings and surfing legend, Rob Machado are featured in the commercial. Most of those featured moved to the Golden State ti live out their biggest dreams, garnering massive success in their chosen fields.
“People think Californians are just a bunch of dreamers,” says Bareilles at the start of the commercial, poised beneath the Hollywood sign – perhaps the most recongnized icon of dreaming big in the world. From there, the commercial takes viewers on a journey through a series of spectacular locations that highlight the “anything-is-possible” attitude embodied across the Golden State.
California experiences/ locations featured in the commercial include:
• Singing at an overlook by the Hollywood sign like Sara Bareilles
• Richie Trimble, and his nearly 15-foot-tall bicycle, in front of the world-renowned Golden Gate Bridge
• Snowboarding over a jump at Squaw Valley
• Jet packing over the Pacific Ocean in San Diego
• Hanging out by a lighthouse on the Santa Cruz seashore
• Relaxing in a huge pool at the Resort at Pelican Hill in Newport Beach
• Going behind the scenes on a Hollywood set to spot stars like William Shatner
• Walking through vineyards beside Castello di Amorosa in Napa Valley, a 107- room castle, complete with a moat and drawbridge
• Standing tall beneath giant sequoias in Calaveras Big Trees State Park
• Staying in a hanging tent overlooking Big Sur
• Enjoying activities on Lake Tahoe like Bob Burnquist
• Sitting at the base of Burney Falls in Shasta County
• People watching along the Venice Beach boardwalk like Kerri Walsh-Jennings
• Grabbing a surfboard and catching waves in Malibu like Rob Machado
“Dreamers” will run in rotation with “Kids at Play,” an existing family-focused TV spot starring “Modern Family” teen actor Rico Rodriguez. The spot showcases that California is truly the ultimate family playground for kids to live out their biggest dreams by visiting Golden State beaches, theme parks, zoos, aquariums, museums and state/national parks.
Visitors can engage with Visit California by following @VisitCA and #DreamBig.