“The new ‘Dreamers’ commercial shows how California's fun-loving, free spirited vibe encourages visitors to follow their dreams here to California — and not just to the more obvious places like Silicon Valley or Hollywood,” said Caroline Beteta, Visit California president and chief executive officer. “Dreaming big is a unique state-of-mind that can be found in people statewide, from flying like a superhero on a jet pack in San Diego to playing princess at a castle among the vineyards of Napa Valley.”
In the new TV spot, William Shatner leads a cast of iconic Californians enjoying a selection of big, bold and inspiring experiences. In addition to the Hollywood icon, singer-songwriter, Sara Bareilles; epic skateboarder “Big” Bob Burnquist; three-time Olympic Gold Medalist, Kerri Walsh-Jennings and surfing legend, Rob Machado are featured in the commercial. Most of those featured moved to the Golden State to live out their biggest dreams, garnering massive success in their chosen fields.
“People think Californians are just a bunch of dreamers,” says Bareilles at the start of the commercial, poised beneath the Hollywood sign —perhaps the most recognized icon of dreaming big in the world. From there, the commercial takes viewers on a journey through a series of spectacular locations that highlight the “anything-is-possible” vibe embodied across the Golden State.
California experiences/ locations featured in the commercial include:
• Singing at an overlook by the Hollywood sign like Sara Bareilles
• Richie Trimble, and his nearly 15-foot-tall bicycle, in front of the world-renowned Golden Gate Bridge
• Snowboarding over a jump at Squaw Valley
• Jet packing over the Pacific Ocean in San Diego
• Hanging out by a lighthouse on the Santa Cruz seashore
• Relaxing in a huge pool at the Resort at Pelican Hill in Newport Beach
• Going behind the scenes on a Hollywood set to spot stars like William Shatner
• Walking through vineyards beside Castello di Amorosa in Napa Valley, a 107- room castle, complete with a moat and drawbridge
• Standing tall beneath giant sequoias in Calaveras Big Trees State Park
• Staying in a hanging tent overlooking Big Sur
• Enjoying activities on Lake Tahoe like Bob Burnquist
• Sitting at the base of Burney Falls in Shasta County
• People watching along the Venice Beach boardwalk like Kerri Walsh-Jennings
• Grabbing a surfboard and catching waves in Malibu like Rob Machado
An Extended 60-second online version of “Dreamers,” is now available at: www.VisitCalifornia.com/Dreamers.
“Dreamers” will run in rotation with “Kids at Play,” an existing family-focused TV spot starring “Modern Family” teen actor Rico Rodriguez. The spot showcases that California is truly the ultimate family playground for kids to live out their biggest dreams by visiting Golden State beaches, theme parks, zoos, aquariums, museums and state/national parks.
A 15-second and 30-second versions of the “Dreamers” commercial will air on from October – November 2013 and February– April 2014 in the U.S. on:
• ABC Family, Cooking Channel, Discovery, E!, Food Network, F/X, HGTV, History, Nat Geo, Nick at Nite, Nickelodeon, TBS, TLC, Travel Channel and USA cable networks in addition to network syndication during “Entertainment Tonight,” “Everybody Loves Raymond,” “Inside Edition” and “The Insider.”
The spot will also air during the same time frames in Canada on:
• National Specialty TV: BBC, Comedy, Cottage Life, DIY, E!, Food Network, History, Independent Film, Lifetime, Movietime, Showcase, Slice, Space, Travel & Escape, W Movies and WTN.
Additionally, to ensure Visit California is capitalizing on the growing trend of consumer migration to multiple screens, these video-based brand assets will continue to be deployed on the digital space of networks like Hulu, CBS and YouTube to reach people viewing programming content on devices other than a TV screen.
For a behind-the-scenes look at the new “Dreamers” commercial, and detailed visitor information on each shooting location visit www.VisitCalifornia.com/Dreamers.
Visitors can engage with Visit California by following @VisitCA and #DreamBig.
Visit California has successfully tapped into the state’s celebrity cachet to drive tourism to California through the years with many popular TV spots. A wide range of Hollywood actors, professional athletes, chefs, winemakers and musicians have appeared in paid media campaigns, showcasing how they were able to fulfill and live their dreams in the Golden State, including: Clint Eastwood, Jack Nicholson, Vanessa Williams, Rob Lowe, Jay Leno, Betty White, Kim Kardashian, Wolfgang Puck, David Beckham, Phil Mickelson, Jeff Gordon, Tony Hawk, Chris Isaak and Jason Mraz, among many others.
Visit California (formerly known as the California Travel & Tourism Commission) is a non-profit organization with a mission to develop and maintain marketing programs - in partnership with the state's travel industry - that keep California top-of-mind as a premier travel destination. According to Visit California, travel and tourism expenditures total $106.4 billion annually in California, support jobs for 917,000 Californians and generate $6.6 billion in state and local tax revenues. For more information about Visit California and for a free California Official State Visitor's Guide, go to www.visitcalifornia.com. For story ideas, media information, downloadable images and more, go to media.visitcalifornia.com.
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