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California is now 'Kidifornia'

Visit California’s new family-focused campaign lets kids rule

Sacramento, Calif. (6 February 2017) – Welcome to Kidifornia — it’s a great place to take your parents!

Speaking to the Golden State’s youngest tourists, Visit California’s newest family-focused TV advert proves that with so many options for family fun, California is made for kids.

Debuting in the United States and Canada today, the ad, 'Welcome to Kidifornia', invites kids to rule on their next family holiday. Here, the children are in charge.

'This campaign joyfully encourages our youngest dreamers to bring their parents along for a trip to Kidifornia,' said Caroline Beteta, Visit California president and CEO. 'From catching the winter wave at our mountain resorts to creating magic at one of our theme parks or unplugging in nature, there are endless opportunities for children to dream big in California.'

With a growing number of bucket list-worthy theme parks, museums, national and state parks, beaches and more, California is the perfect destination for fun. From action-packed thrills at the Disneyland Resort, SeaWorld San Diego, LEGOLAND California and Universal Studios Hollywood to journeys of exploration at the Monterey Bay Aquarium and The Exploratorium, California is a dream getaway for kids of all ages.

The advert takes viewers on an adventure to some of California’s most child-friendly attractions and destinations, showing the kids as the ones in charge of the holiday, while their parents entertainingly come along for the fun.

California experiences/locations featured in the 'Kidifornia' advert include:

  • Having fun on the beach at Montage Laguna Beach Resort
  • Floating on a raft on Lake Tahoe
  • Chloe Kim snowboarding at Mammoth Mountain with her dad
  • Relaxing in the park near the Golden Gate Bridge
  • Exploring boulders in Joshua Tree National Park
  • Hiking through the Redwoods in Santa Cruz
  • Dancing to the music at Santa Monica Pier
  • Discovering larger than life statues in San Diego
  • Finding thrills at Disney California Adventure Park at the Disneyland Resort
  • Feeding giraffes at San Diego Zoo Safari Park
  • Creating magic at the Wizarding World of Harry Potter at Universal Studios Hollywood
  • Glamping along the epic Big Sur coastline

'Welcome to Kidifornia' is available to view online starting today, along with the new brand ad 'Living the Dream'. 15-second and 30-second versions of both adverts will air across the United States on a mix of national cable and broadcast television layered with video-on-demand. Broadcast spots include a first-ever appearance in primetime during ABC’s top rated family comedies including 'Modern Family', 'Black-ish' and 'The Goldbergs'. In the digital space the advert will play on Hulu, NBC online, ABC online and YouTube.

Both 'Welcome to Kidifornia' and 'Living the Dream' have already launched in Australia (22 Jan) and the UK (26 Dec). Adapted TV ads featuring scenes from both adverts are airing in Mexico (30 Jan) and will debut in China in May.

Visit California invites children of all ages to share their own California dreams and adventures using #Kidifornia on Twitter (@VisitCA), Instagram (@VisitCalifornia) rel="noopener noreferrer" and Facebook ( Children can share photos and videos of their trips to California, stories of fun they’ve had in the Golden State and even drawings of dreams they’d love to come true in 'Kidifornia'.

The time has come to let your kids do the trip rel="noopener noreferrer" planning! Kick off your 'Kidifornia' holiday at

Visit California is a non-profit organisation with a mission to develop and maintain marketing programmes – in partnership with the state’s travel industry – that keep California top-of-the-mind as a premier travel destination. According to Visit California, spending by travellers totalled £90.5 billion in 2016 in California, generating 1,064,000 jobs in the state and £7.4 billion in state and local tax revenues. For more information about Visit rel="noopener noreferrer" California and for a free California Official State Visitor's Guide, go to rel="noopener noreferrer" For story ideas, media information, downloadable images, video and more, go to