San Diego has recently been interested in attracting more visitors - primarily from outside of the country. This campaign in mind is planned to span multiple platforms, in order to reach potential travelers from the U.K., Mexico, Canada, and the United States. The San Diego Tourism Authority has merged with MeringCarson to produce a variety of commercials that will entice tourists to see everything that San Diego has to offer. It will reportedly be cost the SDTA $19 million for all of this. Worth it? We'll see.
These commercials are split in content, highlighting family-focused spots to visit, spots that attract the Mexico market, and showing the things that will attract anyone to the things San Diego offers - each idea put into its own commercial. The campaign is called "Something to Smile About"and it's commercials are planned to play in June, among many different national providers, in all major U.S. cities. Additionally, shortened ads from these major themes will be present across trip websites like TripAdvisor, Expedia, and Priceline.
This campaign appears to be a great idea and highly attractive to visitors, but also somewhat ordinary. While the commercials highlight the general vibe of San Diego and are put together in a personal way, the "Something to Smile About" idea stems from past SDTA ideas that have been successful. With past success, this idea has no doubt to be beneficial for this city, but added creativity could certainly take the idea further, making a bigger bang from the $19 million.
Almost every time I am encouraged to travel somewhere through advertising, it is either on a travel site, or in a typical commercial highlighting the best parts of the place. Rarely do I see a travel destination advertised somewhere in Social Media or through an experiential campaign. I get excited about a destination when I see a friend go somewhere and post what they see and what they enjoyed. I am intrigued about the place when I hear interesting things about it or hear stories, and want to see it for myself. If SDTA or the travel authority for any other destination can tap into stories and personal, REAL excitement from a vacation, I'm sure it would reign in comparison to the typical, beautiful commercial, and would push normal boundaries enough to turn many more heads.
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