Visit California takes over YouTube for a day
In a unique content partnership, Visit California is teaming up with YouTube for its latest marketing campaign entitled ’24 Hours, 24 Dreamers.’
The state tourism body has agreed a deal with YouTube parent company Google to ‘rebrand’ the YouTube desktop and mobile sites for a 24-hour period with 100% share of advertising.
Visit California plans to release a video every hour on the site highlighting personal stories of Californians who have "emulated the pioneering attitude California is known for," according to CEO for Visit California Caroline Beteta.
The YouTube takeover begins at midnight in the US on February 28 and the following day in Australia.
It will also be shown in Canada and the UK.
This initiative marks the start of Visit California’s new Dream 365 Project, which will include video, tweets, memes, time lapse footage and photo stories designed to be "thought-provoking and offbeat."
Google’s director for travel Rob Torres called it a ‘cool and unique’ campaign, and expects it to generate up to 135 million page impressions over the 24 hours.
"The travel industry is starting to embrace the power of online video and this Visit California initiative is leading the way," said Torres.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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