California Road Trip Republic by MeringCarson

Date: Sep 2019
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Celebrated in music, literature and film, the California road trip has long been a rite of passage — and for good reason. With 400,000 miles of roadways and 840 miles of coastline, the Golden State offers a multitude of options for intrepid explorers looking to travel on their own terms, while discovering historic landmarks and monuments, hidden gems and hot spots along the way.

Independent agency MeringCarson is bringing the California road trip experience to life in a new campaign for long-time client, Visit California. Whether driving down the state’s majestic Pacific Coast Highway to San Francisco, exploring the winding, mountainous roads of Big Bear, or taking in snow-capped mountains in Shasta Cascade, the California Road Trip Republic campaign will inspire bold adventurers from around the world to hop into the driver’s seat and take the trip of a lifetime.

The campaign will launch in the US with a 45-second online TV spot entitled 'Born to Be Wild,' set to the enduring Steppenwolf song of the same name. Companion six-second spots, out-of-home, and cross-channel digital activations will echo the message of 'Born to Be Wild, while establishing a set of governing principles that bring to life the spirit of the California Road Trip Republic.

Starting in late 2019, the campaign will expand globally into key markets United Kingdom, Australia, Mexico, Canada and China. Strategic content partnerships with TripAdvisor and Pinterest will provide further support to the road trips message, and provide a robust experiential layer to fully immerse prospective travelers in the California road trip experience.


Client: Visit California

VP of Marketing: Lynn Carpenter

Agency: MeringCarson

Chief Creative Officer: Mark Taylor

Creative Director: Kerry Krasts

Assistant Creative Director: John Risser

Assistant Creative Director: Kevin Lukens

Executive Producer: Liz Ross

Production Company: Station Film

Director: Ramaa Mosely

Managing Partner: Stephen Orent

Partner/Executive Producer: Caroline Gibney

Producer: Hope Farley

Editorial Company: Cut+Run

Executive Producer: Amburr Farls

Editor: Jay Nelson

Producer: Jared Thomas

Finish: Jogger Studios

Creative Director: Andy Brown

Flame Assist: Jorge Tanaka

Head of Production: Diana Cheng

Music: Mophonics

Composer: Steph Altman

PepsiCo: Play Never Stops

Added 20 February 2020
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