California dreaming

By | Category: Travel news

Chat to any Californian and chances are they’ll take pride in telling you that they could enjoy breakfast at the beach, lunch in the desert and dinner in the mountains – if they so desired.


The Golden State’s diversity is without a doubt a big part of its appeal, which is why VisitCalifornia has decided that its new tourism campaign will be called Dream 365.

California Highway sign

California Highway sign


The campaign was introduced to travel operators and buyers and travel media last month in Chicago at IPW -the travel industry’s premier international marketplace and the largest generator of travel to the US.


Dream 365 aims to capture the wide range of California experiences from the shores of Malibu to the cliffs of Yosemite to California’s northern forests and Napa Valley vineyards.




“Like everyone, travellers access media in a variety of ways so we’re utilising a variety of storytelling approaches to reach them,” said Caroline Beteta, president and CEO of Visit California. “It may be music, it may be a technique in how the message is delivered – it could be funny or awe-inspiring – but every message we deliver will show travellers what it means to dream big in California.”


Dream 365  will capture the essence of California through videos which marry the Golden State’s natural beauty with Hollywood style, a sense of wonder and a sense of humour (don’t miss the William Shatner cameo). Dream 365 will focus on English-speaking markets first before targeting China and Mexico for it is “an ongoing initiative – we’ll be promoting California’s dreamers, diversity and abudance 365 days a year,” says Beteta. “Plus this is more than a video campaign. We’ll use tweets, photography and memes. We have some exciting extensions planned including new websites and music related programmes. We’ll be unveiling opportunities for consumers to share their California dreams, and then we’ll play a role in making some of those dreams come true.


So we’re always going to be rolling out new messages because there’s always something new to love about California,” she said.


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