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California launches record Aussie campaign

How US state aims to have Aussies dreamin’ of California

Reflecting the most the Golden State has ever spent down under, Visit California has launched a record $5.6 million marketing campaign in Australia.



At the heart of the campaign are two new television spots, “Living The Dream” and “Kidifornia”. The former, which is airing in Sydney, Melbourne, and Brisbane, features an all-star cast including actress Anna Faris, basketball legend Magic Johnson, Michelin three-starred chef Corey Lee, and big-wave surfer Laird Hamilton, among many others; the latter, an online campaign, showcases the state’s appeal as a family travel destination.


The new investment highlights the importance of Aussie travellers to the US state, a market now the third largest by visitor volume. More than 638,000 Australians visited California in 2016, and growth is expected to continue this year.


Visit California president and CEO Caroline Beteta said the campaign aimed to keep the destination “top-of-mind with Australian travellers”.



“We are excited to see steady year-over-year growth in our Australian visitation numbers, made possible by strong airlift and a growing number of nonstop flights into California,” she said.


“Aussies love California’s diversity of experiences and destinations, choosing to spend time in our vibrant cities, adventure into our abundant natural wonders and everything in between.”


Qantas will support the campaign through its marketing and social channels, including in-flight media.


Article originally published 23 January 2017 


Written by: Mark Harada
Published: 7 February 2017

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