California Tourism’s new campaign, California Calling, was launched today by quintessential Californian babe Pamela Anderson. The campaign is searching for a member of the UK public to star alongside celebrities including Governor Arnold Schwarzenegger, Rob Lowe and David Beckham in the advert currently being screened in on UK television.
California Calling, invites members of the public to audition for this role of a lifetime by uploading YouTube videos to www.californiacalling.co.uk. Entrants should explain, as creatively as possible, why they should appear in the California ad. The public will cast votes for their favourite entries, and a winner will be selected in March 2010 from among the leading finalists. The winner will then be whisked off to California with Virgin Holidays and treated like a star whist filming the segment, which will debut on British television next April. Entrants must be aged 15 years or over.
A California Calling Pop Up Film Studio will be touring shopping centres around the country until Sunday 20th December to help people film their entry. Visitors to the Studio will have access to their choice of scenic California green screen backgrounds and Californian props to film their audition. There will also be California giveaways and money off holidays to California with Virgin Holidays. Locations are as follows:
· 14, 15 and 16 December - Westfield London (Monday/Tuesday/Wednesday 9am – 11pm)
· 17 and 18 December – thecentre:mk, Milton Keynes (Thursday / Friday 9am-9pm)
· 19 and 20 December – Metrocentre, Newcastle (Saturday 9am–8pm / Sunday 11am–5pm)
Additional launch activity includes a day long take over of Absolute Radio on Tuesday 15th December and press advertising. On 26th December a promotional tagged version of the TV spot will go live.
Caroline Beteta, president and CEO of California Travel & Tourism Commission and national chair of US Travel Association, says: “California is a favorite destination for UK travelers who enjoy our relaxed lifestyle, amazing climate, natural beauty, iconic cities, and of course – Hollywood. California Calling is a shot at fame for people who love California and can demonstrate they have the right star appeal to join the celebrities in our UK television ad. The search is on for a new star in the UK, and we look forward to seeing some imaginative entries demonstrating what California represents to the British public.”
The UK is California’s largest overseas tourism market, with more than 818,000 visitors in 2008.