Visit California X The Ultimate Playground Launch

Black Diamond delivered an integrated, full-funnel campaign combining earned PR, influencer storytelling and paid amplification to bring ‘The Ultimate Playground’ to life. The PR programme introduced the new brand platform through targeted media relations and immersive press trips, generating long-form editorial that showcased multiple ways to “play” across the Golden State. This was amplified through a strategic airline partnership with Virgin Atlantic, which launched its first-ever Visit California destination hub, blending inspiration with bookable experiences. Three high-profile UK influencers were selected to represent different dimensions of play, each embarking on a bespoke itinerary and driving traffic to the hub. Paid social activity extended reach and ensured consistent messaging across the funnel, from awareness through to conversion.

The integrated approach delivered significant reach and engagement across UK & Ireland audiences, successfully embedding ‘The Ultimate Playground’ positioning while driving active consideration and tangible commercial impact for Visit California and its airline partner.