Visit California poised for 24-hour YouTube takeover

Visit California will unveil a new video on Youtube every hour for 24 hours this Friday in what it claims to be a first-of-a-kind global campaign.

The YouTube take-over will run in four countries – the US, Canada and Australia and the UK, where it will start at midnight on February 28.

The tie-up with YouTube parent Google emanated from a visit the tourist board made to the Google BrandLab in March last year.

The ’24 Hours. 24 Dreams.’ campaign features a collection of videos focused on inspiring Californians who have made their dreams possible in the Golden State.

They will showcase the sort of experiences visitors can expect when visiting California.

’24 Hours. 24 Dreams.’ is the first part of Visit California’s new ‘Dream 365’ project, which the destination said will “feature a variety of cool, fun, offbeat, thought-provoking content including videos, memes, tweets, time-lapses, photos and more on”.

Visit California selected Google as the global media platform to launch the ‘Dream365’ project, which celebrates the ‘if you can dream it, you can do it in California’ attitude.

Caroline Beteta, president and chief executive of Visit California, said: “We want the launch of this campaign to emulate the pioneering attitude California is known for.

“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, epitomized by Hollywood, Silicon Valley and its frontier heritage, California is the place where people don’t just dream, they Dream Big.”

Rob Torres, industry director, travel for Google, added: “We’re excited to see Visit California launching such a cool and unique campaign that features new content every hour in the YouTube Masthead.

“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.”

The 24 videos that will be featured on Friday include Bob Burnquist’s floating skate ramp, Edward Sharpe’s Big Top and a first-ever California DreamGig with musical group Band of Horses to Coachella from the vantage point of a GoPro camera hovering above the crowd, a Boston Terrier’s Shasta Cascade adventure weekend and a female surfing legend taking on Mavericks.

In the lead-up to the new Dream365 Project, national TV spots have been airing in the US, Canada and the UK, showcasing Visit California’s new brand messaging.

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