San Francisco travel association launches $6 million tourism campaign

The San Francisco Travel Association has launched its largest-ever global marketing and advertising campaign, “Always San Francisco,” to promote tourism to the city. 
 

The multi-million-dollar campaign targets leisure travelers and meeting planners in major domestic markets and key international markets. 
 

It includes cameos by San Franciscans, such as Lady Camden of RuPaul’s Drag Race fame, artist Sirron Norris, dancers from the AXIS Dance Company, musicians Mae Powell and Michael O’Konis, Chinatown lion dancers, and chefs from Michelin-starred Angler. 
The campaign is designed to drive increased visitation by showing the authentic San Francisco experience people love and dream about. 
 

San Francisco Travel has launched a campaign to evoke the emotional joy visitors find in San Francisco.
To match the powerful and inspiring imagery, San Francisco Travel collaborated with local and San Francisco-connected musicians to reimagine Judy Garland’s beloved rendition of the classic “San Francisco” song for its campaign video. 

The campaign assets will appear in high-impact media, such as linear TV, connected TV, and digital out-of-home (DOOH) in New York City, Chicago, Boston, Washington, D.C., and Houston. 
A consumer sweepstakes contest in the U.S. featuring five San Francisco experiences, including an “ultimate” package with exclusive access to attractions and activities, will launch in the coming months.