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California’s "Out There" advertising campaign

Visit California launches new television commercial

Sep 27, 2011

SACRAMENTO, Calif. – Visit California’s ‘Out There’ advertising campaign launches today, featuring California’s original celebrities – the Golden State’s diverse rural landscapes. These breathtaking vistas play a starring role as the commercials showcase how visitors can experience California’s outdoor lifestyle.

“We’re encouraging travelers to ‘find yourself here’ in California, in new ways,” said Caroline Beteta, Visit California president and chief executive officer. “Our new campaign highlights California’s experience-rich and visually stunning rural areas which are eager to roll out the red carpet for visitors. It’s a great compliment to our past campaigns which feature iconic California urban destinations and celebrities.”

Launching across the United States on Monday, September 26, the new TV spot showcases the broad range of experiences available throughout the state, from Humboldt County in the north to Palm Springs in the south: hot air balloon above the vineyards of Southern California’s Temecula Valley, surf the perfect wave at Morro Bay on the central California coast or cast a line in Shasta Cascade’s Fall River.

“Travelers continue to seek unique experiences and California’s rural areas offer an abundance of options,” said Beteta. “A vacation here will leave both the most experienced rock climber and the novice outdoor explorer eager to witness more of the state’s natural beauty and our California lifestyle.”

Tourism plays a vital role in California’s rural regions. In 2010, tourism to all areas outside of San Diego, Orange and Los Angeles Counties and the greater San Francisco Bay Area attributed to $31,940,000 in visitor spending, generating $518,000 in local tax collection and supporting 352,300 jobs.

Outdoor adventure experiences, as featured in the ‘Out There’ television commercial, include:

Biking Joshua Tree National Park: Palm Springs-based Big Wheel Bike Tours offers bike rentals and customized mountain biking tours through this famed Californian National Park.

Discovering Redwood National Park: See the world’s tallest trees - five times taller than the Statue of Liberty. Easy day walks are available from the Visitors Center in Prairie Creek Redwoods State Park or tour by car on California’s Highway 101 on the Avenue of the Giants in Humboldt County:

Fly-Fishing and Houseboating in the Shasta Cascade: Cast a line with the Fly Shop, offering full-day guided fly-fishing on the Fall River each April through mid November. Cost starts at $260 per angler, minimum of two. For a more relaxed Shasta Cascade experience, cruise in style and comfort on Shasta Lake with a housebout from Shasta Marina Resort. For information on rates and boat types, visit:

Hiking Yosemite National Park: One of the first wilderness parks in the United States and best known for its waterfalls, deep valleys, grand meadows, ancient giant sequoias and iconic mountaintops, Yosemite boasts 800 miles of hiking trails to explore.

Hot Air Ballooning Temecula Valley Wine Country: Soar over the vineyards of this up-and-coming wine region located between Palm Springs and
San Diego.

Paddling Mono Lake: Mammoth Lakes’ Caldera Kayaks offers paddling lessons, canoe and kayak rentals and paddle tours of Mono Lake.

Riding Horseback in Paso Robles: Meander through the rolling hills covered with vineyards by horseback.

Sampling Fresh Produce in Fresno: Stroll Fresno’s Vineyard Farmers Market each Wednesday and Saturday on the corner of Blackstone and Shaw Streets. The outdoor setting under a leafy arbor provides a picturesque backdrop to take in the fresh produce from farms of the Central Valley.

Soaking Stress Away at a Mammoth Lakes Region Hot Spring: Mammoth Lakes scenic hot springs are ideal for a relaxing soak. Crowley Hot Spring (also known as Wild Willy’s), located off Benton Crossing Road not far from Mammoth Yosemite Airport , offers panoramic views of the Eastern Sierra. Admission is free.

Stargazing in Palm Springs: The dark skies of the Californian desert provide unobstructed views to the heavens.

Surfing Morro Bay: Catch a wave with Morro Bay Surf Company, offering surfboard rentals, surf lessons and surfing camps for all ability levels.

Take in the Beauty of Mendocino County’s Coastline: There is no better way to appreciate the majesty of the dramatic coastline of Mendocino County than from the ocean.

Whitewater Rafting the American River: Located northeast of the Greater Sacramento area, the wild rapids of the American River’s South Fork await. Whitewater Connection offers one and two-day rafting trips April through early October each year.

“Find yourself” in California’s epic regional destinations by viewing the “Out There” commercial online at:

Visit California launches new television commercial

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