To demonstrate how kids are key to travel planning decisions, a giant interactive digital colouring wall – the first of its kind in Australia – is coming to Melbourne and Sydney streets this January to launch Visit California’s new family travel campaign, Kidifornia.
"California is the ultimate playground for kids and families, so we’ve given it a new name: Kidifornia” said Caroline Beteta, Visit California President and CEO. “Skiing through our mountain resorts, running free in our beautiful national parks, discovering the magic of our theme parks – there are endless opportunities for kids and families to dream big in California.”
Over two weekends in January, Visit California and airline partner Air New Zealand are inviting kids and families to colour their way to California via a giant digital Kidifornia colouring wall. The interactive wall will arrive in Melbourne’s Queensbridge Square on Saturday 20 and Sunday 21 January, and move to Sydney’s Circular Quay on Saturday 27 and Sunday 28 January.
Using tablets provided, or their own smartphones, participants will be able to digitally colour-in a choice of 100 California-themed illustrations, spanning six themes: Outdoor Adventure, Animals and Nature, Theme Parks and Attractions, Sports, Food, and Celebrities. The finished illustrations will then be digitally transferred to the giant screen, becoming part of a huge real-time, user-generated California mural.
Participants who add their creative touch to the wall will be placed in the running for prizes, including one family trip to California for each of the Melbourne and Sydney activations, plus lots of smaller prizes each day.
Last night, guests were invited to try out the digital colouring wall for the first time at a preview event in Melbourne, where Air New Zealand showcased its family-friendly Economy Skycouch™ - a row of three economy seats which create a flexible space for families travelling together. Guests were also introduced to the airline’s innovative Airband™ product – a wristband for children flying unaccompanied which tracks their journey.
“With this live interactive experience, we’re encouraging Australia’s youngest dreamers to get to know Kidifornia’s diverse offerings for themselves, and bring their parents along for the ride,” said Beteta.
At last night’s preview event, Air New Zealand’s Regional General Manager Australia, Kathryn Robertson, explained how Air New Zealand’s world-class service and innovative inflight products make long-haul travel easier for families.
“With our award-winning Skycouch, and library of children’s movies, TV shows, audiobooks and games offered on our inflight entertainment, families can enjoy a more relaxed travel experience on their next Californian adventure,” said Ms Robertson.