VISIT CALIFORNIA: “THE NEW GOLD RUSH” SERIES
In partnership with Travel + Leisure, Fortune, and Departures, “The New Gold Rush Series” was an integrated, multi-channel campaign targeted toward high-end, Super Affluent travelers. The initiative was led by celebrities who have amassed their fortune and those seeking a new kind of “rush.” Visit California’s philosophy on luxury was guided by an adventurous spirit, a playful approach to life and a love of the original.
The print creative was captured by famed photographer, Peggy Sirota, and along with the video series, Q&A on VisitCalifornia.com, and a Travel + Leisure content hub, “The New Gold Rush” series embraced a relaxed approach to the elevated and extraordinary that was free of pretense, but full of passion, enthusiasm and discovery.
Spreadvertorial in Travel + Leisure
Tyler Florence
Tyler Florence is the host the The Great Food Truck Race and Food Court Wars and mentors home cooks on America's Best Cook. Florence also runs three restaurants in California, including Wayfare Tavern in San Francisco, Rotisserie & Wine in downtown Napa and gastropub El Paseo in Mill Valley, California.
Spreadvertorial in Departures
The cover of Visit California’s visitor’s guide.
Gabrielle Reece
Gabrielle Reece is a native of La Jolla, California and a professional volleyball player, sports announcer, fashion model and actress. In addition to being featured in the branded content campaign, Reece and her husband, big-wave surfer and co-inventor of Tow-in Surfing, Laird Hamilton, were selected to be featured on the cover of Visit California’s visitor’s guide.
Spreadvertorial in Fortune Magazine
Annie Lawless-Jacobs
Annie Lawless-Jacobs is a two-time entrepreneur, a certified holistic health coach and yoga instructor. She is the founder of organic, cold-pressed juice company Suja Juice and the natural, non-toxic beauty brand LAWLESS Beauty, which is sold at Sephora stores nationwide.
Custom content hub on TravelandLeisure.com