Visit California

In what can only be called a dream assignment, our team was tapped to help refresh the image of Visit California and reintroduce the brand with new energy, relevance, and cultural momentum.

We developed a fully integrated 360-degree campaign spanning broadcast, digital, and immersive content experiences. The initiative included a major TV campaign, a full YouTube takeover, and a custom-built platform featuring a steady stream of curated and original content designed to capture the spirit, diversity, and creativity of California.

At the center of the launch was a 24-hour buyout of YouTube’s homepage masthead across Visit California’s priority markets. To match the scale of the moment, we released a new original piece of content every hour for 24 straight hours, creating a real-time global content event that kept audiences engaged throughout the day.

The result was a high-impact launch that transformed a tourism campaign into a living digital experience.