The San Diego Convention & Visitors Bureau tourism campaign featured a series of print ads running in national and regional lifestyle magazines, including InStyle, Conde Nast Traveler, Travel & Leisure, Vanity Fair, Gourmet, Men’s Health, Parents, Organic Style and Yoga Journal, among others. Geared toward creating tourism growth in San Diego, this campaign spoke to a variety of audiences, from couples to families to friends of all ages. Leisure, one of the recurring themes of the campaign, was showcased through San Diego’s iconic beach culture and activities including nightlife and golfing, etc. The outdoor billboards were part of an ad campaign and were incorporated into a television spot that ran in key markets in Dallas, Las Vegas and Sacramento.