For too many years, San Antonio had been seen as a dusty, predictable vacation destination that only had The Alamo. In reality, the city is vibrant and full of amazing culture, cuisine and attractions around every corner. We needed to prove that to people and show them a trip to San Antonio is unlike a trip anywhere else. It’s not just The Alamo or The River Walk. It’s a journey of art, history and discovery. It’s truly unforgettable.
To get that message across, we showcased the many activities and experiences San Antonio has to offer in a series of print and web executions. We photographed nearly 100 elements, then composed sprawling print ads that drove people to a website bringing those static experiences to life with more than 30 videos. We encouraged people to explore and discover the hidden gems of San Antonio.
Hotel room demand went up, and even more importantly, people started seeing San Antonio for the city it truly is, not the city they thought it was.