California’s Dreamy Slogan Gets a Playful Upgrade
For years, California has painted itself as the ultimate land of dreams, enticing tourists with visions of sun-kissed beaches, verdant vineyards, and awe-inspiring national parks.
But like all good things, that era has come to an end. The state’s tourism agency, Visit California, has announced a bold new slogan that replaces “Dream Big” with “Ultimate Playground.”
The Ultimate Playground
Gone are the ethereal dreamscapes of the previous campaign. In their place, the new ad campaign showcases California’s iconic landmarks and destinations with a playful, energetic vibrancy that reflects the state’s true nature.
Caroline Beteta, the chief executive of Visit California, explains the reasoning behind the change: “When you look at Nike or Apple, when they say ‘Just Do It’ or ‘Think Different,’ that message matters today,” she told The New York Times. “But ‘Dream Big’—every company under the sun is using it now.”
The new slogan not only captures the state’s boundless opportunities but also appeals to the playful spirit of Californians. As Beteta puts it, “The one unifying thing about California that hasn’t changed over the years is our diversity and our optimism.”
Record-Breaking Tourism Numbers
The slogan change coincides with a record-breaking year for California tourism. Governor Gavin Newsom announced that 2023 saw an unprecedented number of visitors flocking to the state. In a video posted atop the Golden Gate Bridge, Newsom declared, “California is the ultimate experience, fueling a record-breaking tourism year.”
Key Differences Between the Old and New Slogans
| Feature | “Dream Big” | “Ultimate Playground” |
|---|---|---|
| Tone | Aspirational | Playful, Energetic |
| Focus | Personal Dreams | State’s Charms |
| Relevance | Could lose impact over time | Unique to California |
| Political Neutrality | Potentially polarizing | Less politically charged |
Benefits of the “Ultimate Playground” Slogan
- Communicates the state’s diversity and inclusivity
- Appeals to the adventurous and fun-loving nature of Californians
- Leverages the state’s reputation as a world-renowned tourist destination
- Differentiates California from other tourism destinations
As California’s “Ultimate Playground” slogan takes center stage, it’s clear that the state is embracing its unique identity as a wonderland where dreams and playful adventures intertwine.
Data sourced from: ktla.com
