Visit California has officially revealed its new ‘Ultimate Playground’ global brand platform, the state’s first brand evolution in more than a decade. Launched this week with the “Let’s Play” global campaign, the Ultimate Playground aims to inspire global travellers, including Canadians, to stay and play in California on their next holiday.

The three-month, $32.8 million integrated campaign will air across Canada, the US, Mexico, UK, Australia, and China, and features a 30-second “Let’s Play” television spot – to the soundtrack of Electric Light Orchestra’s “Mr. Blue Sky” – capturing the simple joys of playing in California.

A new section on VisitCalifornia.com also features a quiz for travellers designed to identify their “play style” and connecting visitors to regions of California and activities that align with each style.

Visit California says the new global brand platform is rooted in science and research that says people around the world are seeking more play in their daily lives, and in their travels. Data was gathered through Visit California’s own consumer research team as well as a recent study from the National Institute of Play – both of which revealed that play and adventure are increasingly important in the ever-evolving world.

Check out the TV spot HERE.