San Francisco Travel Association Kicks Off New $6 Million Tourism Campaign

San Francisco Travel Association Kicks Off New $6 Million Tourism Campaign

by Mia Taylor
Last updated: 3:10 PM ET, Wed May 31, 2023

The San Francisco Travel Association is kicking-off its largest-ever marketing campaign designed to reach leisure travelers and meeting planners and for the first time, the destination is including television advertising.

The new $6 million campaign, dubbed “Always San Francisco,” will showcase iconic landmarks throughout the city—such as the Golden Gate Bridge and Lombard Street—as well as some of the city’s vibrant neighborhoods and diverse visitor experiences.

There will also be cameos from various well-known personalities, including Lady Camden of RuPaul’s Drag Race, the artist Siren Norris, and dancers from the AXIS Dance Company. Musicians will also be included in the campaign and celebrity chefs as well.

“The campaign evokes the emotional joy visitors find here,” San Francisco Travel Chief Marketing Officer Lynn Bruni-Perkins said in a statement. “San Francisco will always be San Francisco. It is ever-changing, but the feeling of San Francisco remains constant. Its epic beauty, iconic landmarks, diverse people, and larger-than-life moments stay with you forever.”


Campaign placements will include traditional TV, connected TV (CTV), and digital out-of-home (DOOH) in New York City, Chicago, Boston, Washington, D.C. and Houston. The campaign will also encompass digital media advertising, video ads, paid social media, OTA partnerships, and earned media.

There are also plans to launch a consumer sweepstakes contest in the U.S. featuring five San Francisco experiences, including an “ultimate” package with exclusive access to attractions and activities.

Funded by a grant from VisitCalifornia and a grant from San Francisco’s Office of Economic and Workforce Development, as well as San Francisco Travel and industry stakeholders, the city’s new campaign will run through October 22.

The Golden City’s tourism industry has experienced a steady post-pandemic recovery since the city’s reopening in 2021. The forecast for this year includes 23.9 million visitor arrivals and visitor spending totaling about $8.9 billion. That’s an increase of about $1 billion over 2022.

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