San Diego Tourism Authority

Summer TVC Campaign

Results

226M
Total Impressions
2.2M
Clicks
4,900
Room night sales on Ctrip (102% achievement rate)

Objectives

Improve the city of San Diego’s brand awareness among Chinese travelers and boost room night sales in time for peak Summer travel season.

Strategies

We created a localized video commercial specific for China that targeted young families. Playing to SDTA’s brand concept, “Gem of California,” the commercial featured a modern Chinese family’s trip to San Diego, and was shot like a home video from the point of view of the “gem” of Chinese families: the daughter. We launched the campaign 45 days before the travel season began on seven media platforms to educate, engage, inspire, and convert Chinese travelers.

More Work