San Diego Tourism Authority Gets Out in the Sun for Latest Campaign

California’s sunny and southern-most travel destination shines in The Shipyard’s new integrated television, digital and radio campaign for the San Diego Tourism Authority (SDTA). Entitled “Happy and You Know It,” the gorgeous new work takes flight in February and targets tourists seeking the ultimate rejuvenating and relaxing getaway. It features a new song by musician, humanitarian and Californian native Michael Franti.

“Michael is a poet who understands the language of life lived outdoors. His music embodies the open and welcoming spirit that is San Diego,” says executive creative director Kerry Krasts. “His vibe is contagious and a natural fit for our uplifting and sunny San Diego brand.”

A full-length version of the featured song, called ‘Out in the Sun,’ will be released in February by Michael Franti + Spearhead and available for download here.  

Julie Coker, CEO at SDTA adds: “Now more than ever people are looking for places where they can escape and explore, and San Diego fits the bill for so many would-be travelers. Our natural beauty, our outdoor offerings and our near-perfect weather makes for vacation that is both happy and healthy. This campaign will be key in getting that message out to potential visitors to ensure San Diego has strong visitation throughout the busy spring and summer months so our tourism industry can continue its ongoing recovery,”

“Happy and You Know It” will launch on January 29th with the TV commercial debuting on national TV on Jan. 29 during the Farmers Insurance Open. The SDTA plans to spend $8 million promoting San Diego through the end of June, with $6.27 million dedicated to “Happy and You Know It.” The integrated campaign includes 30-second spots on TV, out of home and traditional radio across key markets: Los Angeles, Phoenix, San Francisco and Sacramento. The TV spot will air during high-ratings programming, including the Opening Games of the Olympics, Super Bowl pre-game highlights, and will continue into the Spring during high-profile season premieres. Additionally, the campaign will be complemented with digital and social messaging designed to build national awareness into the Summer months.

Leveraging the current trend of modernising nursery rhymes, “Happy and You Know It” builds on The Shipyard’s ongoing successful creative work for SDTA that has helped propel San Diego into the top three for travel destinations nationwide — and No.1 in the West during 2021..

The campaign will target fun-lovers, ages 25 to 54, seeking an ideal vacation destination.