The Arts Are Open Campaign
Overview
The arts scene in San Francisco, like the city overall, was struggling in its recovery after the worst of the pandemic. We needed something to show the vibrancy of the amazing arts and culture across the city and bring back visitors.
Background
The pandemic hit San Francisco hard and that included arts and cultural organizations. There was still a lingering preference to gather outdoors, but things were slowly opening up indoors.
Goal
Show audiences that arts & culture attractions—and the city at large—are open and ready to welcome them.
Challenges
News of this opening momentum wasn’t reaching everyone. Many still believed businesses were too restrictive in their pandemic precautions to make visit to San Francisco worthwhile. Visitaton was down.
Solution
I partnered with the organization’s Director of Arts Marketing to create an engaging video that showcased the diversity of art in San Francisco and made clear how easy—and safe—it was to visit these attractions. We selected a variety of works to feature, developed the story to tell our target audience, selected music, and then worked with a local video production team to capture and edit the footage.
The video was a centerpiece to a campaign that also included a landing page on sftravel.com, banner ads with targeted digital marketing, and support from local partners.
Impact
$264.20:$1 Return on ad spend
27,216 direct San Francisco hotel room nights
$5,422,285 in hotel revenue generated
Over $750,000 genetaed in tax revenues that suppot arts and culture organizations
Learnings
This project helped me refine workflows with the internal team that served to streamline future simlar projects.
