San Francisco has unveiled a new national advertising campaign, "Believe in San Francisco," designed to showcase the city's iconic landmarks and vibrant culture. The campaign's flagship ad aired during Game 7 of the World Series, reaching a wide audience across the United States.
Developed by the San Francisco-based creative agency TeakSF in collaboration with the San Francisco Travel Association, the initiative aims to attract more visitors while also celebrating the residents who call the city home.
Key Takeaways
- San Francisco launched a new national tourism ad during the World Series.
- The campaign highlights iconic landmarks like the Golden Gate Bridge and Coit Tower.
- It aims to attract visitors and celebrate local residents.
- A voiceover describes San Francisco as a "magical place."
- The campaign's tagline is "Believe in San Francisco."
Showcasing Iconic San Francisco Landmarks
The new advertisement features a stunning visual tour of San Francisco's most recognizable sites. Viewers see aerial shots of the Golden Gate Bridge, often shrouded in the city's famous fog. Coit Tower also appears prominently, offering a different perspective of the city's skyline.
Other notable landmarks highlighted in the ad include the historic Palace of Fine Arts, the bustling streets of Chinatown, the infamous Alcatraz Island, and the expansive Ocean Beach. The campaign also showcases beloved public spaces like Washington Square and Dolores Park, as well as the city's newest park, Sunset Dunes.
Campaign Snapshot
- Agency: TeakSF (San Francisco-based)
- Partner: San Francisco Travel Association
- Debut: Game 7 of the World Series
- Featured Landmarks: Golden Gate Bridge, Coit Tower, Palace of Fine Arts, Chinatown, Alcatraz, Ocean Beach, Washington Square, Dolores Park, Sunset Dunes, Bernal Heights rope swing.
A Glimpse of Local Life
Beyond the famous sights, the ad also captures moments of everyday life in San Francisco. It shows residents engaging with the city, described by the voiceover as "devouring," "playing," "discovering," and "celebrating" their surroundings. This approach aims to create a connection with both potential tourists and current residents.
A notable inclusion in the ad is the iconic Bernal Heights rope swing. This particular feature has generated some discussion due to the city's ongoing efforts to remove the swing, citing safety concerns. Despite this minor controversy, initial reactions from locals have been largely positive.
The Message Behind the Campaign
The advertisement begins with an aspirational voiceover asking, "What if I told you there’s a magical place, an extraordinary place?" As the visuals unfold, the narrative emphasizes the city's unique charm and potential. The voiceover concludes, "A place where anything is possible," leading into the campaign's core message: "Believe in San Francisco."
"Obviously it’s made to get more people to visit, but it also was really important to us that it celebrate the people that live here and feel like it genuinely represents the city," Kevin Gammon, owner and creative director of Teak SF, stated on Threads.
Lynn Bruni-Perkins, head of marketing for the SF Travel Association, echoed this sentiment. She emphasized that the ad's primary goal is to highlight what makes San Francisco special, appealing to both tourists and long-term residents alike. This dual focus aims to foster a sense of pride and belonging.
Campaign Reach
While the World Series spot marked its biggest national exposure, the "Believe in San Francisco" ad has been circulating since at least July of this year. It also reportedly aired during a college football broadcast earlier in October, building momentum for its broader release.
Positive Reception and Community Engagement
The campaign has resonated positively with many, including prominent figures. California Senator Scott Wiener, for example, commented, "Best city on the planet," in response to the ad on social media. This kind of endorsement from local leaders helps amplify the campaign's message.
The ad's ability to showcase the city's natural beauty and diverse attractions has struck a chord. From the majestic Golden Gate Bridge to the lively neighborhoods, the campaign presents San Francisco in its most flattering light, inviting viewers to experience its magic firsthand.
The inclusion of iconic elements like the cable cars and the dynamic interplay of fog rolling over the hills creates a quintessential San Francisco experience for viewers. This attention to detail reinforces the city's unique identity.
Future Impact on Tourism
Tourism is a vital part of San Francisco's economy. Campaigns like "Believe in San Francisco" play a crucial role in attracting visitors who contribute to local businesses, hotels, and attractions. By presenting a compelling vision of the city, the campaign aims to boost visitor numbers and support economic recovery.
The strategic placement of the ad during a high-profile national event like the World Series ensures maximum visibility. This broad reach is essential for a campaign designed to draw attention from across the country and encourage travel to the Bay Area.
The campaign's emphasis on both iconic sights and the spirit of its residents creates a holistic picture of San Francisco. It suggests that the city is not just a collection of landmarks, but a vibrant community with endless possibilities for discovery and enjoyment.
