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.

The print campaign kicked off with ads in the winter issues of magazines such as L.A. Confidential, Los Angeles, Travel & Leisure, InStyle and Gourmet, as well as newsweeklies like Time, Newsweek and U.S. News & World Report.

M-Line said the teaser theme is also carried out in ads on morning drive-time Clear Channel Radio traffic reports airing on Los Angeles-area stations.

The work encourages readers and listeners to log on to notinla.com, which promotes San Francisco’s nightlife, dining, shopping and gay community.

San Francisco attracts a large number of visitors from Southern California annually. This ad effort attempts to keep tourists coming to the Bay Area, instead of destinations such as Las Vegas, which has a much larger advertising budget, the agency said.

M-Line said the Los Angeles test campaign might go on to additional key markets such as New York and Chicago.

“Not in L.A.” follows the client’s most recent campaign, “Only in San Francisco,” done by independent agency Eleven of San Francisco.

Design and branding shop The M-Line also works with the San Francisco International Airport, ATA Airlines and Robert Mondavi Wines.