San Francisco Tourism launches biggest ever campaign

The San Francisco Travel Association has launched its largest-ever global campaign.

‘Always San Francisco’ is primarily targeting international tourists to the city.

The multi-million-dollar campaign is the DMO’s first to include TV ads, targeting leisure travellers in key markets.

“Always San Francisco” features iconic locations including the Golden Gate Bridge and the cable cars, as well as highlighting the vibrant neighbourhoods.

The San Francisco tourism campaign also includes cameo appearances by famous locals.

These are Lady Camden of RuPaul’s Drag Race fame, artist Sirron Norris and singer/songwriter Mae Powell.

The San Francisco Travel Association collaborated with local and San Francisco-connected musicians to reimagine Judy Garland’s rendition of the classic song ‘San Francisco.’

Lynn Bruni-Perkins, CMO, San Francisco Travel Association said, “The result is a beautiful artistic collaboration true to San Francisco’s spirit.”

Campaign assets include video ads, paid social media, OTA partnerships, and earned media.

Internationally, ‘Always San Francisco’ digital campaigns will run in Australia, India, Asia Pacific, Europe, Canada, and Mexico.

The $6 million campaign has been funded by a sub-grant from Visit California, a grant from San Francisco’s Office of Economic and Workforce Development, San Francisco Travel, and stakeholders.

“This is the largest campaign we have ever launched,” said Joe D’Alessandro, CEO and President, San Francisco Travel Association.

“Tourism is vital to the city’s economic recovery, and ‘Always San Francisco’ is designed to drive increased visitation.”

San Francisco Travel has forecasted 23.9 million visitor arrivals and visitor spending of $8.9 billion.

This represents an increase of $1 billion compared to 2022.

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