To revive its tourism industry and captivate travellers worldwide, the San Francisco Travel Association has launched its largest-ever global marketing and advertising campaign. Titled “Always San Francisco,” this sensational initiative aims to showcase the city’s unique charm, cultural diversity, and vibrant neighbourhoods. With a staggering budget of over $6 million, the campaign is set to capture the hearts and imaginations of leisure travellers and meeting planners in both domestic and international markets.
San Francisco, renowned for its iconic landmarks, including the majestic Golden Gate Bridge, historic cable cars, and the world-famous Lombard Street, will be featured prominently in the campaign. However, the “Always San Francisco” initiative goes beyond the prominent tourist hotspots and delves into the city’s authentic essence, spotlighting its lively neighbourhoods and the many visitor experiences they offer. In an inclusive twist, the campaign also showcases prominent San Franciscans, such as Lady Camden from RuPaul’s Drag Race, artist Sirron Norris, dancers from the esteemed AXIS Dance Company, musicians Mae Powell and Michael O’Konis, Chinatown’s lion dancers, and renowned chefs from Michelin-starred Angler, embodying the talent and diversity that the city embodies.
With the considerable backing of the City and County of San Francisco, Visit California, and other stakeholders, San Francisco Travel President and CEO Joe D’Alessandro, he emphasized the significance of tourism for the city’s economic recovery. “Always San Francisco” is designed to entice visitors by offering an authentic experience that captures what makes San Francisco unique.
“The campaign evokes the emotional joy visitors find here,” declared San Francisco Travel Chief Marketing Officer Lynn Bruni-Perkins. “San Francisco will always be San Francisco. It is ever-changing, but the feeling of San Francisco remains constant. Its epic beauty, iconic landmarks, diverse people, and larger-than-life moments stay with you forever.”
To create an immersive and captivating experience, San Francisco Travel collaborated with local musicians closely connected to the city to reimagine Judy Garland’s beloved rendition of the classic “San Francisco” song for the campaign video. This unique musical approach perfectly complements the energy and uplifting message the campaign aims to convey, staying true to San Francisco’s spirit of artistic collaboration.
The campaign’s impact will extend across various media channels, including linear TV, connected TV, and digital out-of-home advertising in major cities such as New York City, Chicago, Boston, Washington, D.C., and Houston. A robust digital media layer will also be deployed, leveraging programmatic advertising, video ads, paid social media promotions, OTA partnerships, and earned media. In the upcoming months, a consumer sweepstakes contest will also be launched in the United States, offering participants a chance to win five unforgettable San Francisco experiences, including an exclusive “ultimate” package with access to top attractions and activities.
From May 30 to October 22, the domestic campaign will be complemented by international “Always San Francisco” digital marketing initiatives in Australia, India, Asia Pacific, Europe, Canada, and Mexico, effectively casting a global spotlight on the city’s captivating allure.
This ambitious $6 million+ campaign is made possible through a sub-grant from Visit California, a grant from San Francisco’s Office of Economic and Workforce Development, and the collaborative efforts of San Francisco Travel and industry stakeholders.
Since its reopening in 2021, San Francisco’s tourism industry has been steadily recovering, and this year, San Francisco Travel predicts 23.9 million visitor arrivals with an expected spending of $8.9 billion, marking a billion-dollar increase compared to 2022.
Experience the allure of “Always San Francisco” and embark on a journey of unforgettable memories. Discover the city that embodies beauty, diversity, and limitless adventure.
For more information, please visit:
- San Francisco Travel Association: www.sftravel.com.
- “Always San Francisco” campaign video: www.alwaysf.com.
Written by: Matthew Thomas
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