San Diego Tourism Campaign Gets Happy With Michael Franti Soundtrack

By Kyle O'Brien 

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

“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.


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


Group Account Director – Christine Neville

Account Manager – Karle’e Gleghorn


Director of Research & Insights – Cori Boone

Account Planner – Ahnie Mosle

Chief Media Officer – John Mergen


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