The Simple Message Behind San Diego’s $9 Million Ad Campaign

San Diego Tourism Authority today announced a $9 million ad campaign.

The campaign keeps it simple and promotes great weather and good times, the characteristics that San Diego is best known for. The main graphic of the campaign is neighborhood billboards recreated to portray the feel-good attitude of San Diego with local scenes and music.

The light-hearted feel of the campaign was decided upon after a global research project, based on surveys with 5,00 people across seven countries, found that San Diego’s climate and lifestyle define the destination. San Diego also remains a primarily leisure destination with approximately 70 percent of overnight stays falling into that category.

The campaign includes TV, print, online and billboard advertising. The majority of campaign spend will be targeted towards the western United States in San Francisco, Sacramento, Las Vegas, Salt Lake City, Seattle, Portland, Los Angeles and Phoenix.

San Diego’s Tourism Authority is building itself back up after being forced to lay off 40 percent of its staff due to a drastic funding cut. In 2013, the organization’s funding was cut to only 15 percent of the funding that it had the previous year.

It has since be returned to its original funding amount and San Diego reported a record year for tourism in 2014 with 33.8 million visitors, 16.2 booked hotel nights, and $9.2 billion in visitor spend.

San Diego Tourism last launched a campaign in March 2014. The digital ad campaign Guides to the Good Stuff was part of a larger $12 million marketing push and featured seven video interviews with locals who talk about their favorite spots.

Watch 2 of the new TV spots below: