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| Rob Lowe |
Whether it's star spotting or star gazing, exploring
urban or natural wonders, California is home to all kinds of "out
there" for every kind of traveller and Visit California's new campaign
aims to showcase just that.
Launching Sunday 3 February, Visit California's "All
Kinds Of Out There" campaign will be led by two star-studded TV spots,
"Out There" and "Misconceptions". Rob Lowe and Betty White
are among the A-List faces starring in the new television advertisements, appearing
alongside a diverse array of Californian destinations.
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| Out There - Boat |
"Visit California is able to capitalise on one of
California's key destination drivers - Hollywood and its celebrity culture - to
encourage Australian travellers to discover their ultimate kind of 'out
there'," said Caroline Beteta, Visit California president and chief
executive officer. "From biking across the Golden Gate Bridge to surfing
off the Santa Barbara Coast and hiking through the redwoods in Mendocino, we're
appealing to the Aussie sense of adventure and inspiring them with new ways to
experience California."
The ads feature locations around California from
well-known icons like San Diego beaches, Half Dome at Yosemite and the Golden
Gate Bridge to more off-the-beaten-path experiences like biking through Joshua Tree
National Park, soaking away stress in Mammoth Lakes and braving the wild
whitewater of the American River near Sacramento.
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| Out There - Hot Springs |
Qantas Airlines is a first time partner in this Visit
California campaign, providing a strong call to action and deals for travelling
to California, as well as extending the reach of the campaign through their
commercial channels.
"All Kinds of Out There" is the fourth consumer
marketing campaign Visit California has activated in the Australian market
since 2010. The continued investment reflects the vital role tourism from the
Australian market continues to play in California's travel and tourism
industry. Year on year since 2009, Australian visitation has experienced record
growth. In 2011, visitation figures peaked at 563,000, holding Australia's
number two ranking for California's overseas markets.
Visit California's "All Kinds of Out There"
campaign will run until the end of March.
View "Out There" online
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| Out There - Kayak |
View "Misconceptions" online
For more information visit www.visitcalifornia.com.au.
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