Visit California will unveil its latest consumer marketing campaign to the Australian market this weekend, with Qantas partnering with it for the first time.
The two TV advertisements, "Out There" and "Misconceptions", will debut on Sunday featuring a range of Californian destinations from the beaches of San Diego to the Mammoth Lakes and the whitewaters of the American River near Sacramento, along with appearances from celebrities Rob Lowe and Betty White.
President and chief executive, Caroline Beteta, said the campaign aims to appeal to the "Aussie sense of adventure" and to reveal new ways of experiencing the west coast state.
"In our new Australian campaign, Visit California is able to capitalise on one of California's key destination drivers, Hollywood and celebrity culture, to encourage Australian travellers to discover their ultimate kind of ‘out there'", she said.
According to the tourism body, The involvement of Qantas will provide "a strong call to action" along with extending the reach of the campaign through the airline's own commercial channels.
It is Visit California's fourth campaign launched to the Australian market since 2010, with the state claiming "record growth" in Australian visitation year on year since 2009.