Summer TVC Campaign
Millions of Chinese travelers love California, but haven't considered San Diego as a key California destination. San Diego has struggled to attract Chinese travelers, Hylink aimed to increase brand awareness to boost hotel sales.
San Diego launched the campaign before the travel season began on seven media platforms to educate, engage, inspire, and convert travelers. SDTA's brand concept, "Gem of California," launched direct consumer advertising in China across video, programmatic, native, and display; a completely digital-driven and measurable. San Diego was the first U.S. city-level Destination Marketing Organization to create a localized video commercial for China.