Visit California targets Australian audiences in $2 million campaign
US agency Mering Carson is showcasing its latest Visit California campaign to representatives of Australian trade and media this week.
William Shatner features in the campaign
The campaign is fronted by high profile Canadian, William Shatner.
Caroline Beteta, Visit California president and chief executive officer said: "The new 'Dreamers' commercial shows how our fun-loving, free spirited vibe encourages visitors to follow their dreams here to California - and not just to the more obvious places like Silicon Valley or Hollywood.
"Dreaming big is a unique state-of-mind that can be found in people statewide, from flying like a super hero on a jet pack in San Diego to playing princess at a castle among the vineyards of Napa Valley."
The campaign runs on Australian media from January 27, 2014.
The state of California has spent $2 million on consumer marketing investment in Australia for 2014.