Believe in San Francisco: The City’s Bold New Campaign Makes a Splash During the World Series

During Game 7 of the World Series this past week, San Francisco’s striking commercial captured the attention of viewers nationwide. Through a visually striking advertisement that highlighted its most cherished spots, the city—known for its breathtaking views, lively culture, and iconic landmarks—was presented in a new light.

The San Francisco Travel Association and TeakSF, a San Francisco-based creative agency, worked together to create the advertisement. Promoting the city as a travel destination and emphasizing its distinctive features that make it a must-see location for both tourists and city dwellers are the responsibilities of the association. The commercial, “Believe in San Francisco”, highlights the city’s diverse cultural landscape while taking viewers on a tour of its famous sites, including Dolores Park and the Golden Gate Bridge.

A Visual Feast of Iconic Landmarks

The ad’s visuals were a love letter to the most iconic parts of San Francisco. The Golden Gate Bridge stood tall against a golden sunset, while Coit Tower was shown in its signature position atop Telegraph Hill, overlooking the city. A majestic shot of the Palace of Fine Arts offered a sense of history, while shots of Chinatown and Alcatraz added layers of the city’s diversity and intrigue. Ocean Beach, with its expansive, sandy shores, and the green spaces of Washington Square and Dolores Park were included to remind viewers of the city’s balance of urban life and nature.

In addition to these recognisable spots, the ad included footage of the city’s newest park, Sunset Dunes, capturing the fresh developments that are making San Francisco an evolving and ever-more appealing destination. One of the ad’s standout visuals was the famous Karl the Fog, which rolled in over the Golden Gate Bridge and Coit Tower. The fog, a beloved character in San Francisco’s natural landscape, added an element of mystery and magic to the ad, encapsulating the city’s charm.

A Nod to Local Culture

What set this advertisement apart from typical tourism campaigns was its intentional focus on community. The visuals weren’t just about showing off tourist spots but also emphasised the way people live, work, and celebrate in the city. The ad featured people engaged in the city’s most cherished activities, whether they were enjoying local food, celebrating with friends, or discovering new hidden gems. The soundtrack and voiceover tied it all together, creating a narrative that was aspirational yet grounded in the city’s everyday life.

The ad also incorporated one specific local symbol—the iconic Bernal Heights rope swing—which has been the subject of much debate over the years. Although the city’s officials have removed it multiple times due to safety concerns, the ad chose to include it, sparking some controversy among residents. However, despite the tension around the rope swing, the ad has been met with positive feedback from the general public. San Francisco locals, past and present, were able to see themselves represented in this celebration of the city’s spirit, with its history and modernity intertwined.

Messaging that Resonates

The voiceover that accompanied the stunning visuals set the tone of the campaign, asking the viewer, “What if I told you there’s a magical place, an extraordinary place?” As the scenes unfolded, the voice described a place where people are “devouring”, “playing”, “discovering”, and “celebrating”—all central to San Francisco’s identity. The tagline, “Believe in San Francisco”, not only invites travelers to visit the city but also affirms the value of the experience, capturing both the pride of residents and the allure for visitors.

The campaign’s goal was clear: to showcase San Francisco as a place full of possibilities and opportunities for all. But it also sought to go deeper, focusing not just on bringing tourists to the city but on celebrating those who already call it home. This dual purpose was emphasised by those behind the campaign, who shared that it was important for the ad to feel authentic, reflecting the real San Francisco that locals experience every day.

The Power of National Exposure

While the ad first appeared during a college football broadcast in October, airing during the World Series marked its highest-profile placement to date. The decision to showcase San Francisco at such a significant moment is a strategic move that ties into the city’s broader tourism efforts. By leveraging the exposure of a nationally televised event, the campaign reached a massive audience—far beyond the city’s usual visitors and potential travelers.

This kind of high-visibility marketing is essential for San Francisco, as it aims to maintain its place as one of the top travel destinations in the United States. The tourism industry in the city is a significant part of the local economy, and efforts to draw in more visitors are critical to the city’s recovery and growth. By using such a prominent platform, San Francisco is sending a clear message to the world that it is open, welcoming, and ready for more visitors to experience its magic firsthand.

A Broader Tourism Strategy

The campaign is part of an ongoing effort to maintain and enhance San Francisco’s appeal as a travel destination. Beyond its immediate goal of attracting tourists, the ad is also part of a broader marketing strategy that focuses on the city’s unique combination of culture, nature, and innovation. The San Francisco Travel Association, which has been promoting the city for over a century, has made it a priority to create content that resonates with both new visitors and long-time locals.

For those considering a trip to the city, the message is clear: San Francisco is a place where you can experience the world’s most iconic landmarks while also discovering hidden gems, vibrant neighbourhoods, and a strong sense of community. It’s a city that offers both timeless beauty and exciting new experiences.

Reflecting the Heart of the City

The city’s heart and soul are celebrated in San Francisco’s new advertising campaign, which goes beyond a simple tourism pitch. The choice to highlight the city’s landmarks as well as its citizens highlights the relationship between location and people, which is essential to the city’s identity. This advertisement feels less like a commercial and more like an invitation to join in the celebration of all that makes San Francisco so special because it incorporates personal stories, local locations, and community-driven imagery.

This strategy has obviously resonated with both tourists and residents, reinforcing the city’s standing as one of the most vibrant, hospitable, and picturesque travel destinations in the US. The “Believe in San Francisco” campaign serves as a reminder that the city’s charm is found not only in its famous landmarks but also in its residents and their strong ties to the city they call home, even as it continues to grow and change.

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