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California tourism is at an all time high, and the recent travel surge is coming with some changes.
California's tourism agency, Visit California, has announced a change in the state's marketing slogan. According to KTLA, the previous slogan, "Dream Big", which has been in use for over a decade, will be replaced with "Ultimate Playground". The change was announced by Caroline Beteta, Visit California's Chief Executive Officer.
The new slogan aims to highlight the state's playful lifestyle and abundance of experiences, making it a unique destination. The ad campaign scenes remain similar to the previous ones, showcasing California's iconic landmarks and destinations, but no longer mention dreams.
Beteta explained that phrases like "Dream Big" tend to lose weight over time, could be viewed as political, and are being used more frequently by companies. She believes that "Ultimate Playground" is a safer and less politically charged message.
"California’s playful lifestyle, paired with our abundance of experiences, create something no other destination can claim – California is the Ultimate Playground," Beteta said in a statement. "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."