Visit California, a nonprofit organization focused on boosting the state’s travel industry, has today unveiled a joyful campaign, ‘Let’s Play.’

The commercial is part of ‘The Ultimate Playground,’ which marks Visit California’s first rebrand in over a decade. With a $32.8m media budget, the integrated campaign is set to captivate audiences in the US, Canada, UK, Australia, Mexico and China.

The campaign was ideated and developed by The Shipyard, whose executive creative director Kerry Krasts explained: “Play is a critical part of human existence and can be transformational, especially when combined with travel. California is blessed with the biggest and best playground anyone could ask for and the beach ball represents California’s playful spirit and the contagious nature of fun and joy that you feel when you are here.”