2016 San Diego Sub-Region Marketing Recap

The San Diego Tourism Authority provides marketing initiatives, promotions, and advertising to help support the San Diego Sub-Region areas of the destination. Through both value and luxury campaigns, digital promotions, and key partnerships, the sub-region gains exposure to a wide-ranging segment of potential visitors. Below is a re-cap of various programs initiated during the 2016 calendar year.

MediaSilo Creative Assets Library Created

Each MediaSilo library has sub-region specific logos and taglines, rights-free photography, b-roll footage and a sizzle video to market the sub-region.

Created positioning taglines:

North Inland: Wide Open Wonderful
North Coastal: A Vibrant Kind of Chill
La Jolla: The Jewel by the Sea
Mission Bay: Good Vibes on the Water
Mission Valley: Positively in the Middle of it All
Point Loma Peninsula: Where Inspiration Sets Sail

2016 Dedicated Sub-Region Sweepstakes

Dedicated Sub-Region sweepstakes were hosted quarterly on the Visit San Diego social media channels and distributed through the SDTA e-blast database and blog with over 66.1K entries to win a trip to the Point Loma Peninsula, Mission Bay, La Jolla and Mission Valley regions.

Point Loma Peninsula sweepstakes featured Humphreys Half Moon Inn & Suites, San Diego Sailing Tours, Coasterra Restaurant & Cabrillo National Monument
Mission Bay sweepstakes featured The Dana on Mission Bay, Belmont Park, Cannonball, Seaforth Boat Rental & the Bahia Belle Boat Cruise
La Jolla sweepstakes featured La Valencia Hotel, George’s at the Cove, The Spa at Torrey Pines, Surf Divas Surf School & the La Jolla Playhouse
Mission Valley sweepstakes featured the Handlery Hotel San Diego, Bazaar del Mundo’s Specialty Shops, Casa Guadalajara, Riverwalk Golf Club & the Old Town Trolley Tours

2016 Sales & Marketing Digital Support

2016 San Diego Digital Promotions — Click to view larger

Online Travel Agency Campaigns

SDTA creatives showcased the Sub-Region hotel offers on the Home Page and Flight, Hotel, and Vacation Package pages with the support of marque placements to drive inspiration and consideration during peak search periods for travel by dates in need periods.
OTA Campaigns:
Winter Saving Message (November – February)
Early Summer Savings Message (April – June)
Late Summer Savings Message (July – August)
Winter Saving Message (November – February)*

TOTAL IMPRESSIONS DELIVERED:

Over 27.3 million served through OTAs
*Campaign is still in progress and does not include Winter 2016 impressions

SDTA Generated Content

SDTA generated content covering all six Sub-Regions were published to the SanDiego.org website, through organic social media posts, amplified Facebook posts and the SDTA e-blast database.

Social Media Collaboration

Sub-Region activities were featured on the SDTA Instagram Story and Facebook live to include:
Music Festivals: KAABOO Del Mar
Halloween: The Whaley House Museum
Holidays: Liberty Public Market, Winter Wonderland Holiday Market and Fantasy on Ice