California streaming with YouTube takeover

Bob Burnquist’s floating skate ramp appears in the campaign
Bob Burnquist’s floating skate ramp appears in the campaign

Visit California has announced it will take over YouTube for all of Friday to inspire more tourists to visit its shores.

In a global first, the tourism board will release a video every hour from midnight across the UK, US, Canada and Australia to mark the launch of a new Dream 365 Project.

Dubbed ’24 Hours. 24 Dreams’, the videos will cover both well-known and undiscovered experiences in the US state with a “variety of fun, off-beat, thought-provoking content” with the tourism board having 100% share of voice on YouTube and is expected to deliver more than 135 million impressions.

Visit California is also working with Google as its global media platform to launch the project, after developing a relationship nearly a year ago to build a communication strategy for the tourism board’s messages.

“We’re excited to see Visit California launching such a cool and unique campaign that features new content every hour in the YouTube masthead,” said Rob Torres, industry director, travel for Google. “The travel industry is starting to embrace the power of online video and with this initiative; Visit California is leading the way. They are creating a memorable brand experience for consumers online and leveraging the capabilities of YouTube and the Google Display Network to extend that experience across devices and international markets.”

In addition videos, memes, tweets, time-lapses and photos will be displayed on

Attractions to be shown will include Bob Burnquist’s floating skate ramp, Edward Sharpe’s Big Top, the first California DreamGig with Band of Horses at Coachella and a Boston Terrier’s Shasta Cascade adventure weekend.

“We want the launch of this campaign to emulate the pioneering attitude California is known for,” said Caroline Beteta, president & CEO of Visit California. “Our first-of-its-kind content partnership with Google will showcase the unique and creative ways Californians from across the state realise their dreams; the land of boundless opportunity, epitomised by Hollywood, Silicon Valley and its frontier heritage, California is the place where people don’t just dream, they Dream Big.”

Television adverts will also run, see the commercial below

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