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.
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.
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
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
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 with Mount Shasta in the background
Driving through giant sequoias
@ZannaVanDijk & @stephelswood
Driving through giant sequoias
Lassen Volcanic National Park Trail
The Golden Gate Bridge in San Francisco
Castle Rock at Big Bear Lake
Bumpass Hell | Lassen Volcanic Nat. Park
Mendocino Grove glamping
Joshua Tree National Park at sunset
Sunrise view from Highway One
Hetch Hetchy Yosemite National Park
Airstream Caravan in Ojai