Campaign Corner: Playground California Promotes Unplugged Family Fun
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s magazines and e-newsletters.
Visit California’s campaigns often showcase familiar Hollywood stars such as Clint Eastwood, Betty White and Arnold Schwarzenegger to lure travelers to the Golden State, but with spring break and summer vacation drawing near, the Sacramento, Calif.-based nonprofit travel organization is using younger faces to market an old-fashioned, unplugged family vacation in its latest integrated marketing campaign.
Launched at the end of February and running through April, the $6.5 million “Playground California” campaign features a “Kids at Play” national television commercial, parent blogger engagement, and comprehensive content integration partnerships with television station Nickelodeon and online streaming radio service Pandora.
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