Famous Californians invite Aussies to ‘dream big’ in new spot for Visit California via Mering Carson
Visit California has unveiled its latest Australian consumer marketing campaign with a new TV spot showcasing the state’s laid-back, anything-is-possible attitude and abundance of visitor experiences.
Airing in three bursts during January, February and March, the TV commercial, “Dreamers – Board Shorts,” encourages Australian travellers to “Dream Big” on their next California vacation. Qantas is returning as a key campaign partner and is promoting special deals and calls to action for travel to California during this period, extending the campaign reach through the airline’s marketing channels.
Says Caroline Beteta, president and CEO of Visit California”The new commercial shows how our fun-loving, free-spirited vibe inspires visitors to follow their dreams here to California. Dreaming big is a unique state of mind that visitors can experience throughout the state, from flying like a superhero on a jetpack in San Diego to playing princess at a castle among the vineyards of Napa Valley.”
In “Dreamers – Board Shorts,” January Jones joins a cast of iconic Californians enjoying a selection of big, bold and inspiring experiences. In addition to the “Mad Men” alum, Olympic snowboarder/musician Shaun White, history-making rock climbers Kevin Jorgeson and Tommy Caldwell are featured along with Hollywood icon William Shatner.
One of the locations showcased in the commercial is Jones enjoying the pool at Terranea Resort, near Los Angeles – which was also the location of Channel Seven’s Weekend Sunrise weather broadcasts last weekend. Presenter James Tobin broadcast live from the resort on Sunday at the very same spot the TVC was filmed.
“People think Californians live in our own reality,” says Jones at the start of the commercial, dressed in vintage and holding champagne next to a luxurious pool. From there, the commercial takes viewers on a journey to a number of uniquely Californian locations that showcase how far your dreams can take you in the Golden State.
California experiences and locations featured in the commercial include:
• January Jones enjoying the pool at Terranea Resort, near Los Angeles
• Richie Trimble riding his nearly 15-foot-tall bicycle in front of the world-renowned Golden Gate Bridge
• Jet packing over San Diego Bay
• Hanging out by a lighthouse on the Santa Cruz seashore
• Relaxing in a huge pool at the Resort at Pelican Hill in Newport Beach
• William Shatner kidding around behind the scenes on a Hollywood set
• Walking through vineyards beside Castello di Amorosa in Napa Valley, a 107- room castle, complete with a moat and drawbridge
• Sterling Johnson making large bubble art at Morro Strand State Beach
• Kevin Jorgeson and Tommy Caldwell rock climbing at Yosemite National Park
• Olympic Snowboarder Shaun White hitting the slopes of Mammoth Mountain
• Bob Burnquist skateboarding a floating halfpipe on Lake Tahoe
• Getting sized up by the giant Redwood Trees
• Kerri Walsh-Jennings people-watching along the Venice Beach boardwalk
• Grabbing a surfboard and catching waves in Malibu like Rob Machado
The 30-second version of “Dreamers” will air nationally for nine weeks as part of Visit California’s $4.4 million USD consumer marketing investment in Australia for the 15/16 fiscal year. It is the seventh consumer campaign that Visit California has activated in the Australian market since 2010 and the third campaign partnership with Qantas. The continued investment reflects the vital role travellers from Australia continue to play in California’s travel and tourism industry. In 2014, Australia was California’s third-largest overseas market with 589,000 visitors, a year-on-year increase of 6 percent.