California Roadtrip Project

w/ VisitCalifornia & @ZannaVanDijk

California - The Road Trip Republic

California has its own marketing campaign to promote road trips within the state with pre-defined routes like the "Born to be Be Wild Road Trip" or the "Highway One Classic". Zanna van Dijk is their ambassador for the UK which means she got to experience four of those road trips and shared the experience with her audience on social media. My job was to create the content for this purpose - for her and for Visit California.

Diversified Content

On the three road trips we have done so far, the focus was a different each time. We went from big cities over lonely coastal roads to mountain resorts in higher altitude. The audience saw many different aspects of California rather than just classic Los Angeles.

Different impressions for a broad audience

Collaborations with friends

Especially the content from the third trip, when Zanna's best friend Steph joined the project was fantastic for Visit California as the road trip vibe with friends could be delivered much better.

Emotions instead of solo road tripping

Away from the beaches

Surfing and L.A. are some of the most obvious pictures everyone has in mind when thinking of California. As on each trip I do, I love the idea of going to places that usually noone has in mind when promoting a destination. Those are the spots that can drive excitement on social media much more easily.

California is more

Diversity was key

On the three road trips we have done so far, the focus was on something different each time. We went from big cities over lonely coastal roads to mountain resorts in higher altitude. The audience saw many different aspects of California rather than just classic Los Angeles.

On each road trip we saw something different.

Classic vibes

A great way to show how easy it is to escape to such "hidden secrets" is, if you start where audiences can make a connection to. We started in New Port Beach where yachts, villas, beaches and luxury livestyle is everything and then documented our quick escape into the backcountry of California.

Connection with hotspots

Bumpass Hell Trail Lassen Volcanic National Park

National Parks

During our road trips we visited many of the National Parks that California has to offer. The response to our content of the lesser known parks like Lassen Volcanic Park was phenomenal because people haven't seen much of this park before.

There is not only Yosemite

California's North

The hot and sunny south of California is well known to everyone. So we wanted to spent as much time as possible for exploring new spots far away from the crowd. In northern California we lived mostly without service but were amazed by the spots we were able to capture here.

Where it gets greener

Heart Lake Mount Shasta Reflection sunset

Heart Lake with Mount Shasta in the background

giant sequoia grove california drive range rover

Driving through giant sequoias

@ZannaVanDijk & @stephelswood

Driving through giant sequoias

Lassen Volcanic National Park Trail

Iconic golden gate bridge picture wallpaper print

The Golden Gate Bridge in San Francisco

Castle Rock at Big Bear Lake

Houseboat trip

Bumpass Hell | Lassen Volcanic Nat. Park

Mendocino Grove glamping

Joshua Tree National Park at sunset

Sunrise view from Highway One

Steph Elswood

Hetch Hetchy Yosemite National Park

Airstream Caravan in Ojai

To Zanna's YouTube Channel

Thank you to all partners, clients and friends. None of the road trips would be as great without you!

Zanna van Dijk

Steph Elswood

Visit California

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