Everyone wants to have a happy and sunny vacation and San Diego is just the place to do that, according to a new campaign from The Shipyard for the San Diego Tourism Authority.
California’s sunny and southern-most travel destination is highlighted in the campaign with a bunch of really ecstatic people joyfully enjoying the beaches, boardwalks and sights of the city. “Happy and You Know It” debuts in February and targets tourists seeking a relaxing getaway. It features a tune by musician, humanitarian and California native Michael Franti.
“Michael is a poet who understands the language of life lived outdoors. His music embodies the open and welcoming spirit that is San Diego,” Shipyard executive creative director Kerry Krasts said in a statement. “His vibe is contagious and a natural fit for our uplifting and sunny San Diego brand.”
A full-length version of the featured song, “Out in the Sun,” will be released in February by Franti and his band Spearhead and will be available for download on sandiego.org.
“Happy and You Know It” will launch Saturday, debuting on national TV during the Farmers Insurance Open. The SDTA plans to spend $8 million promoting San Diego through the end of June, with $6.27 million dedicated to “Happy and You Know It.”
The integrated campaign includes 30-second spots on TV, out of home and traditional radio across key markets, including Los Angeles, Phoenix, San Francisco and Sacramento. The TV spot will air during high-ratings programming, including the Olympics, Super Bowl pre-game and will continue into the Spring during high-profile season premieres. Additionally, the campaign will be complemented with digital and social messaging.
CREDITS:
Client – San Diego Tourism
Chief Executive Officer – Julie Coker
Chief Operating Officer – Kerri Verbeke Kapich
Brand Marketing Manager – Kayla Yap
Agency – The Shipyard
Vice Chairman – Dave Mering
Chief Creative Officer – Dave Sonderman
Executive Creative Director – Kerry Krasts
VP of Production – Liz Ross
Agency Producer – Jamie Apodaca
Art Director – Brendan Rice
Copywriter – Schuyler Vanden Bergh
Executive Producer – Christina Staal
Production Coordinator – Brittany Bartle
Account
Group Account Director – Christine Neville
Account Manager – Karle’e Gleghorn
Strategy
Director of Research & Insights – Cori Boone
Account Planner – Ahnie Mosle
Chief Media Officer – John Mergen
Production
Production Company – Bean Dog Films
Director – Shaun Boyte
Executive Producer – Kelsey Boyte
Production Company Producer – Mike Grace + Ebony Powell
Production Design – Ester Kim
Photography – Ali Vagnini
Editing/Post Production/Special Effects
Editorial Company – Red Hydrant
Editorial Company Producer – Christina Staal
Editor – Matt Falkenthal
Music Director – Michael Frick
Musician – Michael Franti + Spearhead
Post Production Company – COM3