San Francisco Travel has rolled out a global campaign 'always San Francisco' that celebrates the ethos and promotes tourism in the city.
The film features locations visitors already connect to San Francisco such as the Golden Gate Bridge, cable cars, and Lombard Street. It also showcases the city’s vibrant neighbourhoods and the diversity of visitor experiences. The film also includes cameos by San Franciscans, such as drag artist Lady Camden from the show RuPaul’s Drag Race, artist Sirron Norris, dancers from the AXIS Dance Company, musicians Mae Powell and Michael O’Konis, Chinatown lion dancers, to represent the talent and inclusivity of the city.
Joe D’Alessandro, CEO, San Francisco Travel, said, "This is the largest campaign San Francisco Travel has ever launched due to the incredible support from the city and county of San Francisco, Visit California, and other stakeholders. Tourism is vital to the city’s economic recovery, and ‘Always San Francisco’ is designed to drive increased visitation by showing the authentic San Francisco experience people love and dream about.”
Lynn Bruni-Perkins, chief marketing officer, San Francisco Travel, said, “The campaign evokes the emotional joy visitors find here. San Francisco will always be San Francisco. It is ever-changing, but the feeling of San Francisco remains constant. Its epic beauty, iconic landmarks, diverse people, and larger-than-life moments stay with you forever. We chose a soundtrack that matched the campaign’s energy and uplifting message and tapped into San Francisco’s legendary local music scene to reimagine the song. The result is a beautiful artistic collaboration true to San Francisco’s spirit.”