59M
Impressions from the murals and social/digital activations
868K
Unique users to the hub
40K
Entries into the sweepstakes
The brief
Center San Diego as a must-visit destination despite economic headwinds, bring its signature vibes to travelers nationwide, and inspire bookings for sun-drenched getaways
What we know
47% of travelers take summer trips to relax and recharge
What we created
By reimagining destination marketing, we drove awareness of San Diego through a cohesive 360° campaign rooted in art and innovation. The campaign featured market-first activations, including OOH murals in NYC, Chicago, and LA; AR-enabled QR experiences; a branded hub; and a “Sunshine Kit” sweepstakes to drive engagement.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.