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The San Francisco Travel Association launches a $6 million global marketing initiative aimed at leisure travelers.

The San Francisco Travel Association launches a $6 million global marketing initiative aimed at leisure travelers.

To encourage travel to the city, the San Francisco Travel Association has launched “Always San Francisco,” its largest-ever global marketing and advertising campaign. The multimillion dollar advertising effort targets meeting organizers and leisure visitors in significant home markets and important international markets. It is the first campaign using television advertising for the destination marketing company.

The “Always San Francisco” campaign features famous landmarks that people associate with San Francisco, such as the Golden Gate Bridge, cable cars, and Lombard Street, as well as ones that highlight the city’s vibrant neighborhoods and the variety of visitor experiences. San Franciscans Lady Camden of RuPaul’s Drag Race fame, Sirron Norris, Mae Powell, Michael O’Konis, Chinatown lion dancers, chefs from Michelin-starred Angler, dancers from the acclaimed AXIS Dance Company, and others make cameo appearances in the campaign to represent the talent and inclusivity the city champions.

“This is the largest campaign San Francisco Travel has ever launched due to the incredible support from the City and County of San Francisco, Visit California, and other stakeholders,” said Joe D’Alessandro, President and CEO, San Francisco Travel. “Tourism is essential to the city’s economic recovery, and ‘Always San Francisco’ is designed to drive increased visitation by showcasing the real-life San Francisco experience that people love and long for.”

San Francisco Travel’s Lynn Bruni-Perkins, CMO, remarked, “The campaign captures the emotional thrill travelers experience here. San Francisco will forever remain the same. Although it is always changing, San Francisco’s atmosphere never changes. You will always remember its breathtaking beauty, recognisable sites, a wide variety of people, and extraordinary moments.

San Francisco Travel worked with local and San Francisco-connected musicians to reinterpret Judy Garland’s beloved rendition of the iconic “San Francisco” song for its ad video in order to complement the strong and inspirational picture.

“We tapped into San Francisco’s legendary local music scene to reimagine the song,” said Bruni-Perkins. “We chose a soundtrack that matched the campaign’s energy and uplifting message.” The outcome is a stunning artistic effort that embodies San Francisco.
Campaign assets will appear in high-impact media, such as linear TV (traditional TV), connected TV (CTV), and digital out-of-home (DOOH) in New York City, Chicago, Boston, Washington, D.C., and Houston.

Source: travelbizmonitor

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