At the San Diego Tourism Authority, we understand that travel is not just about where you go – it’s about how a place makes you feel. San Diego consistently delivers a sense of joy, creativity, and connection that sets it apart. To further elevate our destination on the national stage, we are proud to announce a premium content campaign, working with Disney Advertising and National Geographic CreativeWorks to spotlight San Diego’s distinct “Culture of Happiness” through compelling storytelling designed to inspire travel and drive visitation.
At the core of this campaign is a cinematic short film, “Portraits of San Diego: A Culture of Happiness,” guided by National Geographic Photographer Kiliii Yuyan. The film spotlights three inspiring individuals who represent the heart of San Diego:
- Albert Lin, National Geographic Explorer and UC San Diego researcher
- Rob Machado, professional surfer and environmentalist who embodies San Diego’s connection to nature and community
- Tara Monsod, Executive Chef, Le-Coq and Animae, and two-time James Beard nominee
Each story reveals how San Diego’s natural beauty, cultural richness, and welcoming spirit fuel the passion and purpose of those who call it home. Through their lens, we see how San Diego sparks creativity, embraces diversity, and brings people together through a shared sense of joy.
Creating an Immersive Experience in New York City
To extend the impact of the content, National Geographic CreativeWorks and the SDTA will host an exclusive, invite-only event in New York City this May with clients, customers, media and influencers. The event will include a screening of the film and feature a projection-based gallery experience, surrounding guests in immersive video and large-scale visuals inspired by the film.
Attendees will also have the opportunity to hear from Kiliii Yuyan, Chef Tara Monsod, Rob Machado, and Albert Lin during a fireside chat discussion, offering a deeper look at the personal stories behind the film and how San Diego continues to shape their work and worldview. San Diego-inspired food and cocktails will further highlight the city’s diverse and vibrant culinary scene.
Multi-Platform Storytelling That Inspires Travel
To broaden the reach of this campaign, a multi-platform media strategy launched in March and will continue through June on select Disney Advertising channels, including Hulu, Disney+, and National Geographic’s digital and social platforms. A custom campaign microsite hosts the hero film and SDTA’s editorial sponsorship of the National Geographic San Diego travel guide is an additional trip planning resource, offering valuable content on our arts & culture and culinary scenes, complemented by itinerary based articles.
“Through the eyes of Rob Machado, Albert Lin, and Chef Tara Monsod, combined with the storytelling power of National Geographic CreativeWorks, we’re celebrating what makes San Diego unlike anywhere else in the world,” said Kerri Kapich, Chief Operating Officer at the San Diego Tourism Authority. “Their stories of connection, culture, and adventure captures the authentic experiences travelers are seeking. This collaboration invites travelers to visit San Diego to feel its spirit, explore its outdoor beauty and taste the unique flavors of our Cali-Baja region“
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