Luxury Escapes has launched its first-ever destination marketing partnership, teaming up with Visit California for a week-long in-store activation at its newly opened Westfield Bondi flagship.
Running from Wednesday 11 February to Sunday 15 February, the activation brings a taste of California to Sydney, designed to inspire travellers to plan a trip to the Golden State.
The Bondi Westfield store, which opened in November, offers a premium retail experience featuring a champagne bar, complimentary barista-made coffee, warm chocolate chip cookies and personalised holiday planning with expert travel consultants.
Visit California is the inaugural tourism partner for the new in-store takeover concept, with the activation showcasing the state’s diverse experiences – from beaches and wine regions to theme parks, national parks and iconic cities – all positioned as part of an ultimate road-trip destination.
The week-long program will feature destination-inspired food, drinks and immersive brand experiences, alongside exclusive California travel offers.
Daily destination spotlights will run from 11am to 3pm, including:
- Wednesday 11 February: Disney-themed activation featuring freshly made churros
- Thursday 12 February: Greater Palm Springs with gelato and protein balls
- Friday 13 February: Huntington Beach-inspired experience with live caricature drawings and superfood iced lattes
- Saturday 14 February: Los Angeles-themed Valentine’s Day activation with California-style cold brew
- Sunday 15 February: West Hollywood showcase featuring macarons and fresh green juice shots
Jodie Collins, senior manager, tourism partnerships at Luxury Escapes, said Visit California was a natural first partner for the brand’s destination activation strategy.
“Our Bondi store was designed to be a highly immersive and luxurious environment, and California’s diverse and aspirational destinations make it an ideal launch partner,” Collins said.
Visit California president and CEO Caroline Beteta said the activation highlighted the state’s strong appeal to Australian travellers.
“California is the ultimate playground for Australians and remains the number one destination in the United States,” Beteta said. “This in-store experience will showcase the state’s diversity and inspire travellers to add California to their bucket list for 2026.”
As part of the campaign, Australian-based agents who book clients on a Luxury Escapes California holiday throughout February will go in the draw to win a $1,000 Visa or Mastercard gift card.
