Visit California premieres Joy Diversion, an original three-part content series designed to inspire a new wave of road trip adventures across the Golden State. Hosted by BAFTA award-winning presenter, author and disability advocate Sophie Morgan, the series invites audiences to experience the Golden State in all its diversity and playfulness.
Launching on Visit California’s YouTube channel, with new episodes premiering on 4th and 11th August, the series showcases three distinctly Californian journeys; from desert landscapes and snowy mountains to sun-drenched vineyards and coastal towns. The series will be supported through a marketing campaign, including paid social, media interviews and the creation of bespoke itineraries from tour operator partners.
Sophie – who was one of the first female wheelchair users to front major global broadcasts and is widely recognised as a trailblazer in inclusive travel media – brings personal perspective to the series, having moved to LA last year and become an advocate for exploring the state’s playground.
“Road trips in California are all about travelling without compromise. There really is something for everyone thanks to the state’s abundance of experiences and inclusive culture,” said Caroline Beteta, president and CEO of Visit California. “This Joy Diversion series – and Sophie’s storytelling – brings to life everything that makes California the world’s ultimate playground.”
“I truly believe that California is one of the most accessible destinations in the world, which is why I’m so excited to partner with Visit California on this epic road trip series,” Morgan said. “Since moving to LA, I’ve spent so much time exploring the state’s hidden corners with friends, old and new and I’ve been blown away by the diversity of the state. Joy Diversion is a love letter to those journeys. I hope it inspires people, of all abilities, to take their own road trip and feel that same joy, freedom, and sense of belonging.”
The series will celebrate California’s diverse landscapes and accessible spirit by spotlighting three distinct journeys:
- City to Desert – Recharging in Greater Palm Springs, exploring the surreal beauty of Joshua Tree National Park, and living like a cowboy in Pioneertown.
- Mountains to Lakes – Following the epic Highway 395 from the snowy peaks of Mammoth Lakes to the serene shores of South Lake Tahoe.
- Vineyards to the Coast – Exploring the rolling wine country of Santa Ynez Valley, before unwinding Santa Barbara.
Sophie is joined by a cast of friends – old and new – for each leg of the journey, including; Jojo, her best friend from the UK; broadcaster, author and LGBTQ+ advocate Riyadh Khalaf; and Emmy-award winning TV presenter Emily Evans, adding personal discovery and connection to each story. Every journey is unscripted and shaped by the kind of joyful detours only a California road trip can offer.
The series will be featured on the organisation’s new Accessibility Hub, providing resources for sellers and travellers with disabilities. The launch also marks a wider partnership between Sophie and Visit California, which began earlier this year with her hosting a panel on inclusive travel at Outlook Forum in Los Angeles, the state’s premier tourism industry event.
In 2024, California welcomed 637,400 visitors from the United Kingdom, accounting for $1.3 billion in visitor spend. The country remains one of California’s most important international markets.
The Joy Diversion series is one tool that will be used to help support agent education of road trips and accessible travel within California. Alongside this will be Club California training events, tour operator co-ops and high-impact activations.
The series is a centrepiece of Visit California’s new road trip campaign, Playful Journeys, designed to spotlight the freedom of the open road and encourage visitors to play out their own adventure story. The series was concepted and produced by Black Diamond, Visit California’s United Kingdom & Ireland agency of record.
