Visit California claims to have launched a world premier today, Friday 28 February 2014, by kickstarting its ’24 Hours. 24 Dreams’ campaign. The DMO unveils for 24hrs every hour one video on Youtube every hour. The Youtube take-over runs in total in four countries, namely the US, Canada, Australia and the UK (Travolution).
The campaign features a collection of videos focused on inspiring people from California, who have successfully pursued their dreams. The protagonists of the videos will show visitors the large variety of exciting and offbeat activities that California has to offer.
The Youtube campaign is part of a wider digital marketing campaign: Dream365. The Dream 365 project aims to reinforce California's brand image as a unique, off-beat and hip destination. The content campaign will be build on different digital media, including videos, memes, tweets, time-lapses, photos and more. The content is aggregated on a dedicated campaign site: //dream365.visitcalifornia.com
Visit California makes use of the entire spectrum of digital marketing, in order to reach a global audience. The 24 Hours. 24 Dreams video campaign marks the launch of this new initiative
Visit California selected Google as the global media partner. On the one hand, the company originates from California’s infamous Silicon Valley. On the other hand Google represents the pioneering and adventurous spirit that Visit California seeks to reinforce within their brand values.
Online videos are starting to play an ever increasing role in destination marketing. Google’s annual traveller study confirms that online videos are used particularly during the dreaming and inspiration phase. This campaign provides an opportunity for Visit California to engage potential visitors on a wide range of devices.
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