With all Canadian eyes on the Blue Jays playing the in the World Series in Los Angeles this week (shifting gears to Toronto tonight), Visit California launched a playful welcoming digital out-of-home campaign to greet Canadian Blue Jays fans at Dodgers stadium.
The message: “Canada, We’re Glad you Came to Play” played out in various ways:
- Taxi and rideshare toppers and in-car screens
- Transit and street-level digital displays
- Large-format OOH panels
- A mobile digital billboard driving routes around the stadium to greet fans on their way to and from the games
The creative was designed to reinforce California’s deep connection to Canada – the state’s second-largest international market,” says Dan LeBaron, senior account director at Xeno, which represents Visit California in Canada.
California and its governor Gavin Newsome have continued to be outspoken boosters of Canada in the midst of tariffs and 51st state rhetoric from Donald Trump.
In 2024, 1.8 million Canadians visited California, spending $3.72 billion, and this year, Visit California is investing $3 million in the market to “continue building that cross-border bond.”
In May, the tourism board partnered with Expedia to offer Canadians up to 25% off on more than 1,000 hotels, attractions, and experiences across the state through a special landing page on its website.
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