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Background & Objectives
Repositioning California through an immersive road trip
In June 2026, Visit California designed an immersive destination experience to reposition California as fun, diverse and entertainment-led, beyond beaches and sunshine, while connecting inspiration to Virgin Atlantic Holidays as a booking partner.
Build Awareness & Recall
Increase recognition of Visit California and ensure audiences understand the activation is promoting California holidays.
Expand Destination Perceptions
Position California beyond beaches and sunshine - as a diverse destination for sport, entertainment, fun and memorable experiences.
Inspire Travel Action
Increase consideration, research and conversation around California, while supporting Virgin Atlantic Holidays as a booking partner.
The Solution
Immersive Road Trip
Large-scale screen content transported visitors through California and was the activation’s strongest engagement and interest driver.
An immersive screen took visitors on a road trip through California.
Sports, live entertainment, food and games brought the destination to life.
Results
Awareness → Perception → Travel Intent
The activation broadened California’s appeal and translated immersion into travel intent. The destination story landed most strongly, with Virgin Atlantic Holidays playing a useful but secondary supporting role.
64% credited Visit California
Nearly two-thirds correctly attributed the experience to Visit California; 66% took away “holidays to California.”
California’s image broadened
75% agreed California is a sport & entertainment destination; more than half said the experience communicated fun and playfulness; 73% felt positive emotions.
78% would consider holidays in California
61% were more likely to research California and 64% more likely to talk about it.
“A highly successful activation promoting California as a fun and exciting destination.”
Source: 2CV Research
