BACKGROUND

Chinese consumers are well aware of California but not familiar with what unique experiences are available to entice them to consider California for their next vacation. Visit California campaign objective is to drive consideration  through education of unique experiences available in California.   

IDEA

PLAY is a journey, PLAY is a goal. As a real bold player, it is never about superficial trial nor showing off, but the courage to challenge oneself, dig deep and experience. The playful Aarif Lee takes you to play bold all around California with his ride, to explore the more interesting California, and to pursue the infinite joy one can find in California.

RESULTS

WE Marketing Group signed up award winning singer/actor/songwriter Aarif Lee to become the new brand ambassador for Visit California in China. Aarif as the Bold Expert of Play in California takes you to experience road trip, farm-to-fork, and Hollywood culture in the most authentic and fun ways possible! 

The campaign consisting of TVC, social ads, content videos, H5 landing page, WeChat and Weibo content, KOL posts, pop up store, and “Same Route as Aarif” travel product was a big success.  Brand awareness reached a six year high and the percentage of people who are considering or planning to travel to California more than doubled compared to prior year.