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Tourism Officials Unveil San Diego’s Largest-Ever Marketing Campaign

Evening Edition

Aired 1/23/14 on KPBS News.

The San Diego Tourism Authority and interim Mayor Todd Gloria unveiled a new $12-million tourism marketing campaign on Wednesday.

Interim Mayor Todd Gloria and the San Diego Tourism Authority unveiled the tourism group’s largest-ever marketing campaign on Wednesday.

The campaign features a national television ad that will begin to air during this weekend’s Farmer’s Insurance Open golf tournament at the Torrey Pines Golf Course. The campaign also includes print and online ads.

San Diego Tourism Authority President Joe Terzi said the campaign will last six months.

“We will be spending over $12 million in a six-month period of time, which is the largest amount of money we’ve ever spent,” Terzi said.

The funds for the campaign were put on hold under disgraced former Mayor Bob Filner, and subsequently released by Gloria. Gloria said attracting more tourist dollars helps the city pay for other needed services.

“More tourism money means more money flowing into our local economy, more tax revenues flowing into our city coffers to help pay for neighborhood improvements we all want. We all want more freshly paved roads, we want to hire more police officers, we want more library hours. Tourism is one of the ways we can accomplish that,” Gloria said.

The television ad running this weekend features Sea World, the USS Midway Museum and the San Diego Zoo.

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Avatar for user 'vampiredog'

vampiredog | January 22, 2014 at 5:49 p.m. ― 3 years, 2 months ago

What does Todd Gloria (or anybody else for that matter) propose that we do to make sure all this increased tourism does not exacerbate our very, very serious water shortage problem?

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Avatar for user 'Peking_Duck_SD'

Peking_Duck_SD | January 22, 2014 at 11:18 p.m. ― 3 years, 2 months ago

"The television ad running this weekend features Sea World, the USS Midway Museum and the San Diego Zoo."


Perfect. Let's spend $12 million dollars to tell the world we glorify militaria and war, and we put large marine mammals in prison work camps.

Shame on whoever created these ads by allowing SeaWorld to be featured.

First off, these marketing "geniuses" must have "forgot" about the airing of Blackfish and how disgusted many people across the country are with this animal prison camp.

San Diego needs to realize money is to be made marketing to business travelers and sophisticated travelers who actually spend money.

The people who throw the kids in the car and drive here to see whale prison camps spend much less than business travelers who tend to stay at and eat at higher end places.

Look at Vegas - the money brought in when it used to market itself as "family friendly" was peanuts compared to what they bring in now that they market to adult themes.

I'm not saying SD needs to market itself as an adult playground, but making us look at least a LITTLE sophisticated would be better. People without kids have a lot more disposable income, but the idiots who market us shut that demographic out completely.

If I lived somewhere else and saw this ad, I would never even think of visiting.

It looks like some crude knockoff of the Orlando tourism office.

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Avatar for user 'Peking_Duck_SD'

Peking_Duck_SD | January 22, 2014 at 11:25 p.m. ― 3 years, 2 months ago

We are better than this ad.

It's a shame the un creative dolts have to play into to stereo-types and refuse to let the world see the lesser known side of San Diego - craft beers, a local music scene, a blossoming local restaurant scene - THAT'S what will bring people in.

Do the fools responsible for this realize the 1980s are over?

Seriously, people already know San Diego has a big zoo, SeaWorld, and a military presence.

Show them things they DON'T KNOW.

I don't mean to harp on this, but this is TWELVE MILLION dollars thrown away by MORONS.

It's actually quite unnerving.

The citizens of our city should be outraged money was wasted in this manner.

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Avatar for user 'Terri Lundberg'

Terri Lundberg | January 23, 2014 at 12:27 p.m. ― 3 years, 1 month ago

I agree with Peking Duck.

There is so much more to offer in San Diego that is off the beaten path. You could focus on the unique qualities of the various neighborhoods. For example, North Park was recently named one of America's Best Hipster Neighborhoods by Forbes magazine. Get local feedback on the best places to eat and shop in these neighborhoods.

Some things to keep in mind, today's travelers want to get "off the beaten" path, and they what to go where the locals hang out. As a native San Diegan who is a regular visitor back to my hometown, I've made it point to seek out things beyond the beach to share with my readers.

Share with visitors that San Diego is more than just the beach and warm weather. San Diego is rich in both Native, and European history. This can be seen everywhere.

Please think past Sea World, and The San Diego Zoo. San Diego has so much to offer.

Mission Basilica San Diego de Alcala:

Presidio Park:

Balboa Park:

Chicano Park. Street art is a big draw in most major cities. And, this is a great little pit stop on the way to Coronado:

I'll be back in San Diego in a few weeks, I love this town.

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