Discovering a compelling insight that 95% of San Francisco’s visitors express a desire to return, yet a smaller percentage actually do, we identified an opportunity to focus our messaging. The aim was to reignite the love past visitors had for San Francisco, reminding them of the city’s unique ability to offer new experiences with each visit.

This strategic approach not only optimized the marketing spend but also enriched the city’s invitation to the world. The results spoke volumes about the campaign’s resonance, with social engagements and YouTube impressions soaring, driving a significant increase in website traffic. This surge not only reflected heightened interest but also translated into substantial revenue gains ($7 million within the first year of launch) for San Francisco tourism.