Performance Branding + Optimization

explore the “let’s Play” Campaign

Choose how you'd like to explore how California's innovative rebranding drove measurable results and boosted traveler intent.

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The Challenge:

Reinvigorating a Beloved Brand

After a decade of success, Visit California’s “Dream Big” platform was losing its shine amid global anxiety and media overload.

Setup-collective agency The Shipyard’s task: reposition the brand messaging to resonate emotionally, spark renewed optimism, and measurably increase travel intent, visitation, and spending.

Insights + Strategy

The Shipyard’s Strategic Playbook

Polycrisis Context:

Travelers today are increasingly stressed and "fun-deprived"—89% consider fun essential in tough times, while 83% actively seek joy-filled experiences to counter daily pressures.

Brand Positioning:

Reposition California as "The Ultimate Playground", highlighting its playful spirit, diverse experiences, and inviting openness.

Strategic Shift:

Launch the “Let’s Play” platform using the universally engaging concept of "Keepie Uppie," connecting diverse California experiences through an energetic, unified storytelling thread.

Execution

Creative Spark

The Giant Beach Ball

• Concept: CGI beach ball traveling from mountains to surf.

• Emotional Hook: Inject joy and play into every frame.

Omni-channel deployment

• TV & CTV: National spots on ESPN, TNT, etc.

• Interactive Tactics: CTV quiz ads, gamified units, branded podcasts.

• OOH & Social Extensions: IPW 3D OOH billboard + April Fool’s CGI activation on TikTok & Pinterest.

Results + IMPACT

Measurable Lift + Unprecedented Recall

Awareness: 72% ad recall, 57.3 M households reached.

Brand Metrics: 40+ point lift in brand ratings; 19-point lift in visitation intent.

Digital KPIs:

• 1.26 B impressions

• 277 M video views

• 0.59% CTR

• 7.4 M clicks to “Ultimate Playground” page

• 1.8 M site sessions

EMOTIONAL STORYTELLING:

Connect deeply with audience values to inspire action.

CROSS-CHANNEL INTEGRATION:

Deliver cohesive messages across all media to amplify impact.

DATA-DRIVEN CREATIVE:

Optimize messaging through analytics for maximum effectiveness.

MEASURABLE ROI:

Demonstrate tangible results clearly to build marketing confidence.

Ready to bring this level of performance to your brand?

At Setup, we streamline your search, connecting you directly with trusted agency partners tailored precisely to your brand’s unique performance objectives, at no cost to you.

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