The San Francisco Peninsula, a newly established tourism board, had just finalized their branding and were ready to create a campaign that would be the first look at this region and what they have to offer.

After thorough research and studying the new brand, our team leaned in on a campaign strategy that was rooted in what’s there and also what it feels like to be there. Neatly situated between SFO airport and San Jose, California, we decided to position San Francisco Peninsula as an abundant “backyard” to the Bay Area as a way to combat the perception of this region being “drive-through” country.

And so, three campaign ideas were born.