April marked the launch of the San Diego Tourism Authority’s custom content and media partnership with Tripadvisor and its in-house creative studio, Wanderlab. Complementing the SDTA’s traditional, multi-layered advertising program of work, the “San Diego On Tour” campaign targets a National digital audience with pop-up activations in key spot markets including New York and Chicago. Leveraging Tripadvisor’s first-party data for mass-reach and high-visibility placements maximizes San Diego’s brand exposure through a diverse range of content including articles, videos, and social media posts, that showcase San Diego’s unique neighborhoods, can’t-miss attractions, and iconic experiences.
Our primary goal is to create a dynamic and engaging campaign that will:
- Reach a Broader Audience: Leverage Tripadvisor’s first-party data for mass-reach and high-visibility placements to maximize San Diego’s brand exposure.
- Enhance Brand Awareness: Reinforce San Diego’s “sunny outlook” brand platform and positioning, ensuring San Diego remains top-of-mind for potential travelers.
- Inspire and Engage Travelers: Produce a high-quality, diverse range of content, including articles, videos, and social media posts, that showcase the beauty and attractions of San Diego.
- Leveraging Influencers and Content Creators: Engage influencers and content creators who align with our brand values and can authentically promote San Diego to their followers. These partnerships will help us reach niche audiences who are actively seeking travel inspiration.
- Surprise and Delight: Bring the San Diego brand to key spot markets including New York and Chicago for “San Diego on tour” pop-up activations featuring the sights, sounds, and Cali-Baja flavors of San Diego along with educational and inspiring games, photo opportunities and digital touchpoints for deeper exploration.
- Build Excitement: Engage motivated travelers with an enticing sweepstakes prize furnished by Tripadvisor.
- Utilizing Advanced Analytics: Implement advanced analytics to track the performance of our content and media placements. This data-driven approach will allow us to optimize our strategies and ensure we are achieving the desired impact.
San Diego On Tour Recap
To view the San Diego x Tripadvisor trip planning hub, click here.
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