San Diego’s comprehensive spring “Happiness is Calling” campaign launched on March 1 in five markets: San Francisco, Salt Lake City, Sacramento, Denver, and Dallas, and will run through June 2012. The spring campaign, budgeted at $3.8M, includes the following components:
- :30 and :15 spot television highlighting Spring San Diego activities.
- Outdoor boards in the above-mentioned markets, as well as digital boards in Los Angeles.
- Print advertising campaign in February – June issues of Western Region and National publications such as: Family Fun; Conde Nast Traveler; Budget Travel; Bon Apetit; Outside Magazine; Men’s Journal; and Sunset. Print placements include added value components such as advertorials, custom emails and social media.
- Western region and national behavioral targeted online programs on: video ad networks (YouTube/Tube Mogul, BrightRoll, Hulu, FOX/American Idol and Facebook); audience-based networks (Tribal Fusion, Audience Science, Yahoo and About); as well as a custom San Diego-branded channel program on Pandora.
Online creative will feature video ads, a new Happiness is Calling Memory Game ad promoting unexpected gems of San Diego, and an interactive “Call from Happiness” where the consumer will be able to send a customized call from “happiness” to their friends/family.
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