San Diego Taps Local Stars for New Content Marketing Campaign

Skift Take

Tourism boards are starting to realize that high-quality content including interesting and actionable information performs better and spread more organically than a staged corporate campaign ever could.

— Samantha Shankman

San Diego Tourism wants to give visitors an insider’s view of the city by tapping local experts to share their perspective on everything from surfing to beer.

San Diego launched the new digital ad campaign, Guides to the Good Stuff, this week as part of its larger $12 million spring marketing efforts.

The campaign features seven video interviews with locals like professional surfer Rob Machado, celebrity chef Marcela Valladolid, and photographer Aaron Chang.

San Diego’s 1-minute videos will be featured in digital display ads across the U.S. western market in cities like LA, Phoenix, Seattle, and Portland.

The content captured for the videos will also be used in future marketing efforts.

Ad agency MeringCarson helped create STDA’s new campaign.

It appears to have a monopoly over California tourism board as it also recently led development of Visit California’s content marketing project and 24-hour YouTube takeover.

Three of the 15 video interviews can be viewed below:

Greg Koch, CEO and Co-founder of Stone Brewing Co, takes about the best way to drink beers in San Diego.

Rob Machado, professional surfer and founder of the Rob Machado Foundation, shares his favorite San Diego surf spots.

Aaron Chang, photographer and gallery owner, talks about the personality of the city’s diverse neighborhoods

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