While many destinations around the world can offer visitors restaurants, shopping, nightlife and more, the San Diego Tourism Authority would argue that all of those things are better to experience by the beach. And, they would know. San Diego is known for its beautiful coastline, its sandy beaches and its amazing weather.
Today, in collaboration with the destination marketing organization, we launched “Better By The Beach,” a bespoke creative campaign that drives awareness, inspiration and consideration, and increases perception of San Diego as more than a beach destination.
This creative strategy was built upon the notion that travel experiences are significantly enhanced when they happen closer to the coast, and from yoga to nightlife to dining, almost any activity is Better By The Beach.
On the custom hub, users can explore all that San Diego has to offer. They can browse by experience type, such as adventure, family fun, flavor, after dark and more, or filter by guides and destination information, lodging, activities and packages. Keeping the focus on inspiration, the campaign showcases activities in different regions or neighborhoods, and potential visitors can learn more, explore additional activities and find a nearby hotel.
To harness the power of social media, and its role in consumer inspiration, the campaign leverages a variety of globally-relevant trending hashtags, along with an ownable hashtag #BetterByTheBeach to inspire potential travelers to explore, discover and visit San Diego. The hashtags will help consumers create a connection with the destination across social media, predominantly Instagram and Facebook, and empower San Diego to own the beach narrative.
The campaign will run in the United States, Canada, United Kingdom and Germany through May 2018. You can check it out here or on social media with the hashtag #BetterByTheBeach.