The Brief

Convince people to choose San Diego as a must-go vacation destination at a time when economic conditions were far from optimal. Bring San Diego vibes to travelers across the US & excite people to book their next sun-drenched vacation.

The Solution

A collaborative partnership to drive awareness of San Diego with different forms of art. Going against the industry status quo, we changed the game for SDTA* and brought the city to life remotely, creating authentic and engaging content to show how busy and lively America’s finest city is. A 360 degree marketing campaign comprised of a series of market firsts including:

• Impactful OOH murals by local San Diego artists in New York, Chicago, and Los Angeles
• Featured QR codes that activated AR filters, transporting users to sun-soaked activities
• A bespoke Branded Experience Hub
• “Sunshine Kit” Sweepstakes