San Diego Tourism Authority Global Campaign

The San Diego Tourism Authority is a non-profit organization dedicated to enriching the community through the power of tourism. With a network of over 1,000 members including hotels, restaurants, arts organizations, attractions, shops, and transportation services, the Authority unites businesses, local governments, and individuals to create a vibrant and thriving visitor experience. To increase SDTA's brand visibility, I designed a $2M global out-of-home (OOH) campaign promoting tourism in San Diego. The campaign included Times Square Spectaculars and a series of digital billboards strategically placed across 10+ major markets, including San Francisco, Las Vegas, Phoenix, Dallas, Denver, Seattle, Chicago, New York City, London, and Sydney. This high-impact initiative helped elevate San Diego’s presence on a global stage and inspire travelers worldwide.

Advertising, Campaign, Graphic Design, OOH, Digital Production

Agency: The Shipyard / Creative Direction: Lindsey Reynolds

Several designs were created to speak to different demographics within their respective markets.

This Spectacular, located in the heart of New York City, Times Square, boosted brand visibility in one of the top tourist destinations in the U.S. and one of the most iconic places in the world.

Standard digital billboards showcased San Diego Tourism Authority in eight major U.S. cities, including these high-visibility freeway placements in Chicago.

Some placements called for non-traditional specs such as these Spectaculars in Times Square.

This campaign had a strong presence in New York City, including placements on iconic landmarks such as the flagship Macy's Herald Square building.

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