Visit California has officially announced its new ‘Ultimate Playground’ global brand platform, the state’s first brand evolution in more than a decade. Launched on March 4th with the “Let’s Play” global campaign, the Ultimate Playground will inspire travelers to visit California. 

“Let’s Play” includes a 30-second television spot capturing the simple joys of playing in California. The three-month, $32.8 million integrated campaign will air across Canada, the United States, Mexico, U.K., Australia and China.

A new section on VisitCalifornia.com also features a quiz for travelers to identify their “play style” and connects visitors to regions of California and activities that align with each style.

The new global brand platform is rooted in science and research that says people around the world are seeking more play in their daily lives, and in their travels. Data was gathered through Visit California’s own consumer research team, as well a recent study from the National Institute of Play – both of which revealed that play and adventure are increasingly important in our ever-evolving world.