VISIT CALIFORNIA
California Misses You
In 2020, Covid pretty much brought travel to a halt. But that didn't mean we weren't incredibly active on the messaging front. It was imperative to help California's travel industry dig out of the pandemic, so we developed a tiered messaging program that was released in stages.
The first stage included the "California Misses You" social video campaign. It was designed to keep California top of mind as the world waited and looked forward to better times ahead, just like a message from a welcome old friend or flame.
Associate Creative Director – Mering
Case Study
Video
"4-Ever"
"Sandy"
"Pining"
"Scale"
"Up"
"Distance"
VISIT CALIFORNIA
Calling All Californians
This next stage was developed for release when the state was closer to fully opening up. Typically, the majority of Visit California's advertising targets potential travelers out-of-state and out-of-country. However, with air travel restrictions and tourism drop-off we realized that in order to kick-start a recovery we would have to look to California residents who loved their state. So, we developed an in-state campaign, "Calling all Californians," encouraging residents to help their state get back on its feet by keeping their vacation here.
Associate Creative Director – Mering
TV
"Beach" :30
"Winery" :30
"Pool" :30
