B2B event, Event Management, Brand Activation, Brand Management

Visit California

The Launch of Club California and The Ultimate Playground in the Nordics

See video from the event


Visit California has launched a new branding platform, called ‘The Ultimate Playground’. With 8 different playstyles, highlighting different ways to explore and (re-)discover California, whether it being from a culinary, adventurous, cultural, or relaxing travel style.

We wanted to make a big launch of the campaign in the Nordic market, with focus on high-level executives.

To celebrate and launch of the new branding platform in the Nordic, we introduced the Club California concept in the market, as a great platform to educate the Nordic travel trade industry, with The Ultimate Playground.

Club California aims to create an exclusive educational, interactive, social, and engaging space for the Nordic travel trade that are selling California.


With focus on bringing ‘The Ultimate Playground’ and the ‘Let’s Play’ to life, we used a creative mindset to develop different playgrounds, for an exclusive high-level evening event. The iconic beach ball, that is the main connector in the new ‘Let’s Play’ campaign video, took center stage. There was a mini golf course, for people to play and test their skills.

We teamed up with our key stakeholders, with a close relation to California. Henrik Jyrk, a Danish celebrity chef, and former Head Chef at Atelier Crenn in San Francisco, served a delicious menu of snacks, salads, burgers, and dessert, inspired from his years living in California. Danish Peter Work, who owns the vineyard Ampelos Cellars in California, participated with wine tastings. Somm Wines also presented and did tastings of their Californian wines. Santa Cruz gave a presentation of their lovely Californian area. Heinemann Tax Free Store in Copenhagen Airport sponsored giveaways to the participants.

As the new campaign is all about play – and how travelers have different travel-/playstyles, we created a competition at the event where the best guest to show off their playstyle on an INSTAX photo would win – offering a California themed photosetting.


The event was a great success, and the participants enjoyed dressing up as their playstyles, and exploring the different playgrounds. After the event we sent a survey to all participants and received extremely high satisfaction scores in all parameters.

The participating travel trade journalists wrote very positive news articles about the event, ensuring the travel trade industry has heard about the new branding platform and campaign.

The participating content creators shared stories from the event, bringing California to life for their followers.


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