M-Line Entices Southerners to Go North

SAN FRANCISCO Local landmarks like the Transamerica Pyramid peek out of the fog in a new $2 million campaign entitled “Not in L.A.” for the San Francisco Convention and Visitors Bureau.

The M-Line agency of San Francisco developed the campaign, which launched last week. It aims to attract Los Angelenos and other Southern Californians to San Francisco.

“We chose to use strategically hidden San Francisco landmarks to provocatively intrigue Southern California residents into finding out about the campaign,” said Jef Loyola, creative director, The M-Line.