2025年4月7日，加州旅游局(Visit California)在中国市场正式启动 “一路加州，一路奇遇”主题推广活动，同步推出宣传片《Up Around the Bend》。该推广基于“Playful Journeys”品牌理念，诚邀中国游客开启难忘的加州公路之旅，领略沿途自然美景与多样体验，尽享公路旅行的独特魅力。
Visit California launched its new Playful Journeys road trip campaign today in the Chinese market with the debut of the campaign’s hero spot, “Up Around the Bend.” The state’s Playful Journeys road trips brand platform inspires travelers from China to experience the allure of the open road, scenic routes and freedom that a California road trip brings.
加州旅游局总裁兼首席执行官Caroline Betata女士强调：“在加州，壮丽的自然风光触手可及，公路旅行不仅让游客深入探索加州丰富的目的地资源，更能真实感受到加州作为‘超凡游乐场’的无限魅力。”
“With unparalleled natural beauty at every turn, a California road trip gives visitors a firsthand view of the abundance that makes California the Ultimate Playground,” said Caroline Beteta, president and CEO of Visit California.
宣传片《Up Around the Bend》巧妙运用加州传奇乐队——克里登斯清水复兴合唱团（Creedence Clearwater Revival）的经典同名曲目，通过展现横跨加州的轻松公路之旅，生动展现加州旅行的自由、趣味与多样性，鼓励游客随心出发、乐享探索。
“Up Around the Bend” features the classic anthem by Creedence Clearwater Revival. Showcasing a lighthearted road trip spanning the state, the spot encourages spontaneity while showing the breadth of experiences visitors will find in California.
此次推广延续加州旅游局于2024年推出的“超凡游乐场”（Ultimate Playground）全球品牌战略。该战略基于美国国家休闲研究院关于"玩乐行为及其影响"的专项研究，旨在邀请全球游客来到加州，展开充满趣味与活力的假期体验。
The campaign aligns with Visit California’s global brand platform, the Ultimate Playground, which launched in 2024. Grounded in research from the National Institute for Play on the importance play has on people’s heath span, the Ultimate Playground invites travelers to realize a fun and free-spirited vacation in California.* 图片来源：Visit California美国加利福尼亚州旅游会展局
