At this year’s South by Southwest (SXSW) Conference & Festival, held in Austin, Texas, the San Diego Tourism Authority and our agency of record, The Shipyard, teamed up with Vox Media to host a rooftop activation that celebrated not only San Diego’s unique culture, culinary scene, and welcoming spirit but also the essence of happiness itself. From mouthwatering Cali-Baja food tastings to beverages inspired by San Diego’s diverse neighborhoods, the rooftop “Happiness Hour” event activation spread joy and inspiration to attendees, which are integral parts of the San Diego experience. And what better platform to do so than at SXSW, where innovation, creativity, and culture converge?
Through vibrant design elements reflecting San Diego’s beach-city positioning, attendees indulged in custom craft cocktails and mocktails curated by Alicia Perry, Beverage Director at Consortium Holdings. Attendees also had a chance to win a trip to San Diego with a two-night stay at the Pendry San Diego and VIP tickets to the 2024 San Diego Bay Wine & Food Festival to experience our culinary scene firsthand. Custom photobooth frames and promotional items included digital QR codes driving attendees to content produced by Eater including a new interactive heat map, “16 Drinks You Can’t Miss When You Visit San Diego.”
The SXSW activation marks the launch of a four-part culinary focused partnership running this Spring with Vox Media, which will include a pop-up restaurant experience led by Chef Travis Swikard in New York City this May.
Industry Media Coverage: https://lbbonline.com/news/san-diego-tourism-authority-and-vox-media-dish-up-happiness-at-sxsw/
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