At the end of May, the San Francisco Travel Association (SF Travel) launched its largest-ever, multimillion-dollar global marketing campaign, “Always San Francisco.” Aimed at leisure travelers and meeting planners across major domestic and international markets, the campaign is also SF Travel’s first to include television advertising.
“We were coming out of the [peak of] the pandemic, and we felt like we really needed to redirect our narrative,” says Nicole Rogers, executive vice president and chief sales officer for SF Travel. “We wanted to dive deeply into all aspects of San Francisco and get the word out that San Francisco is a phenomenal place to visit.”
Along with domestic markets across the country, SF Travel is going international with its campaign reaching visitor markets in Australia, India, Asia, Asia-Pacific, Canada, the United Kingdom, Germany, and France. The campaign’s TV advertisement spot aims to celebrate the city’s inviting and playful social culture, and features notable San Francisco locations and local community members—including Lady Camden of RuPaul’s Drag Race, artist Siron Norris, musicians Mae Powell and Michael O’Konis, and more.
“[This campaign is] an opportunity for us to get San Francisco out in front of everyone and tell the real story about San Francisco,” Rogers adds. As in-person meetings continue to trend across the country, the campaign seeks to continue highlighting the city as a top option for large conventions and meetings.
