San Diego’s new advertising campaign, “Happiness is Calling,” launched on September 12, 2011 with a $3.16MM media buy in Los Angeles, Phoenix, San Francisco and Dallas in order to stimulate demand during the upcoming fall shoulder season.
The Happiness is Calling campaign leverages San Diego’s unique ability to inspire optimism and positivity in every visitor. Creatively, the campaign uses past experiences of joy to remind and reconnect audiences with the universal emotions that we all crave, inviting them to re-capture those feelings and urging them make unforgettable new memories in San Diego.
The fully integrated campaign includes the following:
- 4 weeks of :30- and :15-sec spot television featuring new, original music. Click here to view the TV spots.
- 6 week Clear Channel corporate radio partnership, including :60-sec spot radio and :05, :15 and :30-sec custom added value units and DJ endorsements.
- Out-of-home bulletins and digital boards.
- Western region and national behavioral targeted online programs on: key travel sites (Yahoo, About, Trip Advisor/Virtual Tourist); video ad networks (BrightRoll, TubeMogul and Tremor Media); audience-based networks (Tribal Fusion and Audience Science); as well as a custom San Diego-branded channel program on Pandora.