Visit California is launching a new $32.8 million tourism rebranding campaign, marking its first in a decade and the first in Australia since the pandemic.

The campaign, titled 'Let’s Play', represents the first brand evolution for the state in over 10 years. It is based on research from the National Institute for Play (NIFP), which suggests a strong need for incorporating play into our lives.

According to the consumer research, titled 'The Power of Play: Losing and Finding Ourselves through Everyday Play', more than 85% of consumers across six global markets, including Australia, agree that it is important to incorporate play into their lives. The study, a comprehensive summary of more than 100 sources from scholars in a wide array of fields, described eight distinct styles of play, the basis of people’s individual pursuits that bring them the most pleasure and fulfilment. These are: Collector, Competitor, Creator, Director, Comedian, Explorer, Mover and Storyteller – traits which begin emerging at infancy.

“When we play, our brains ‘light up’ and the neural pathways formed from repeated playful times (whether early or late in life) shape how alive we feel, how well we learn, how cleverly we create/innovate, and how we relate from that point forward,” the study stated.

This focus on the importance of play is echoed by a recent international study by Wunderman Thompson Intelligence, which found that 89% see fun as a necessity that keeps them going in tough times, and 83% are seeking experiences that bring them joy and happiness.

Visit California's campaign aims to inspire visitors to enjoy such a fun and free-spirited holiday in California and will air across the United States, Canada, Mexico, U.K., Australia, and China. It kicks off with a 30-second TV spot capturing playful activities across California.

“California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground," president and CEO of Visit California, Caroline Beteta, said. “The power of play is scientifically proven, and majorities of every generation aren’t satisfied with the amount of time they spend playing. It’s time for that to change.

“Travel is a time and place that gives us permission to embrace play, and California offers every visitor an opportunity to play in a way that speaks to them.”

A new section on VisitCalifornia.com has also debuted, featuring a quiz for travellers to identify their 'play style' and connects visitors to regions of California and activities that align with each style.

“At the National Institute for Play, we maintain play is an urgent public health necessity.” Scott G. Eberle, co-author of the NIFP study, added.

“The intention of travel is routinely framed as ‘leisure’ and ‘recreation’ – experiences that happen to the traveler. But travelers may seek the occasion for a deeper, rounder, more active, more personal and tailored reward, play. Travel gives travelers permission to play their own way. The lucky ones will find that play itself is the destination.”