The global pandemic brought the travel and tourism industry to a standstill. California wanted to come out big — seeking to recapture lost market share due to its extended closure, when less restricted states kept marketing, and remind people why the Golden State is like no place else.

California tourism visits had lagged in its post-pandemic return, but it had never wavered from its strategic position of being a place of and for dreamers. We also knew that consumers the world over had put their dreams on hold and would require a new invitation to visit. Visit California’s “Dream Big” brand promise was alive and well but would need a fresh interpretation to inspire travelers, one that delivered on the promise emotionally.

The idea’s creative structure allowed us to deliver on the expectation that we could feature as many different locations and activities as possible, especially given how much California has to offer. We created the spot with CGI and a heavy reliance on practical effects, including “flying on wire” training with cirque du soleil artists and a 6-person team controlling a life-size robotic bear. Beyond broadcast and digital video, the bigness of the idea lead to dream-generating Pinterest quizzes, flying Instagram filters and other thumb-stopping screen adaptations of the “Am I Dreaming?” Campaign.

To showcase the importance of driving tourism and economic recovery back to the state, Visit California invested more than $23 million in the campaign, including placements in the Winter Olympics and other key live-sports integration partnerships. The high-profile campaign has garnered over 2.5 billion impressions since February 2022.

“Am I Dreaming?” served as the center piece of the advertising campaign, aiding in 60% lift in intent to travel. ROAS showed a 9.8% travel increment, resulting in $17.9 billion in ad-influenced travel spending