New destination brand celebrates the energy, creativity and spirit that define Anaheim
Anaheim, Calif. (July 6, 2026) — Visit Anaheim, the official destination marketing organization for Anaheim, today unveiled “Made to Play," a new destination brand inspired by the energy that comes from bringing world-class attractions, unforgettable experiences and authentic local culture together in one place.
Developed through an extensive research and strategy process in partnership with Collider Lab, the new positioning reflects how people travel today. Visitors are no longer simply looking to get away. They're looking to experience something meaningful. The research confirmed that Anaheim's greatest strength is the energy created by its people, culture, entertainment and iconic experiences, making it the heartbeat of Orange County.
"Made to Play" reflects a city where play extends far beyond rides and attractions. It's found in discovering a neighborhood brewery, cheering on the Anaheim Ducks, exploring local art, sharing a meal or stumbling upon moments visitors never expected to find. It’s an invitation to leave room for discovery because some of Anaheim’s best memories happen beyond the itinerary.
"Anaheim is entering an exciting period of growth, with transformational developments like OCVIBE, DisneylandForward and new investments reshaping our destination," said Mike Waterman, President & CEO, Visit Anaheim. "'Made to Play' captures that momentum while inviting visitors to experience the full Anaheim story, from world-famous attractions to local businesses, cultural experiences and memorable moments that make every visit unique."
At the center of the brand is a modern "A" designed to evolve alongside the community. More than a logo, it serves as a canvas for artists, storytellers, businesses and partners, reflecting the creativity, individuality and optimism that define Anaheim today.
The brand made its public debut during a community celebration that brought together residents, local businesses, artists and destination partners, reinforcing that the identity was created not just for Anaheim, but with Anaheim.
"The best trips leave room for surprise,” said Scott Oklin, Chief Marketing Officer, Visit Anaheim. "'Made to Play' gives us permission to tell the stories beyond the attractions people already know: the neighborhoods, local businesses, creators and experiences that visitors often discover once they're here."
Following its public debut, the new brand will continue to roll out across Visit Anaheim's marketing, digital channels, visitor communications, community partnerships and destination experiences in the months ahead.
For more information, visit VisitAnaheim.org or follow Visit Anaheim on Facebook, Instagram and TikTok.
About Visit Anaheim
Founded in 1961, Visit Anaheim is the official destination marketing organization for Anaheim and Garden Grove, driving visitation, economic impact and destination stewardship throughout the region. Home to iconic attractions and unexpected discoveries alike, Anaheim is a place where creativity, connection and curiosity come together. Through transformative projects such as OCVIBE and DisneylandForward, Visit Anaheim is helping shape the future of the destination while showcasing the vibrant energy that makes Anaheim uniquely its own. To learn more about Visit Anaheim, visit: visitanaheim.org and follow us on Facebook, Instagram and LinkedIn.
