Visit California will unveil a new TV advertisement of n Boxing Day as it looks to build on projected annual growth from the UK this year.

The marketing body is predicting a 2.6% year-on-year increase in UK visitors during 2018 to 721,000, on the back of a 1.4% increase in 2017.

The new advert, titled “Spoiled”, will develop the previous “Living the Dream” concept with a light-hearted view of what it means to be a Californian. Like previous adverts, it will feature well-known faces, including “digital influencers” such as YouTube stars.

The brand advert will be followed in 2019 with specific campaigns, including an ongoing focus on laidback luxury and a celebration of California road trips.

Anette Kaiser-Rott, director of Europe marketing, said: “Our brand awareness is so high in the UK that we can move on with some more experimental marketing and have more creative room.

“In July this year we began a two-year strategy for the UK which goes beyond traditional marketing. Consumers want to be inspired but they don’t necessarily want to be sold to, so we want to meet our audience where they linger.”

Kaiser-Rott said the trade would continue to play a significant role in Visit California activity. The organisation hosted a range of luxury specialists at the Soho Farmhouse hotel earlier this year, in addition to continuing trade activity including the headline sponsorship of Travel Weekly’s Cover Stars trip far the second time.

It is also due to host 10 pub quiz training and reward events for agents around the UK.

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and event microsite