San Diego Spends $19 Million On New Tourism Campaign

San Diego Tourism Authority (SDTA) is introducing a $19 million campaign to entice visitors in the U.S, Canada, UK and Mexico. 

The new, multi-platform “Something to Smile About” campaign, all developed with MeringCarson, builds on the success of past campaigns, including “Happiness is Calling” and “Summer Feeling,” and features three new television commercials: one highlighting San Diego’s general vibe, a family-focused spot and one dedicated to the Mexico market.

The media mix, running through June, includes TV spots in San Francisco, Sacramento, Seattle, Chicago, Dallas, New York, Boston and Minneapolis as well as nationally on ABC CBS, TBS, TNT and NBA TV. 



Ads are also running on TripAdvisor, Expedia,, Priceline and via Google Display Network, Sojern, Adara and Quantcast.

Internationally, The “Something to Smile About” ads will be integrated into SDTA’s advertising campaign in Canada, while OOH activations, display advertising, digital video, social media and search engine marketing will be utilized in the U.K.



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