Challenge: San Antonio is an under-visited U.S. tourist destination. Increase visitation by appealing to middle-class families from other regions of the United States.
Key Insight: San Antonio is rich in its history, catalyzing the city's main attractions in conjunction with its natural landmarks and Mexican influence.
Creative Manifesto
Picture a warm fall night strolling along the Riverwalk, the aroma of freshly cooked Mexican cuisine wafting through the air. It’s a lively night, the Spurs just won, and the city is as beautiful as ever. The Alamo is only two blocks away, so you treat yourself to a night of history under the stars, opting for the affordable guided tour. Your more adventurous friend has spent the day at Six Flags, yet neither of you feel as though you were missing anything from your day. There’s plenty to do that’s perfect for everyone. That’s the Magic of the Mission City, that’s San Antonio.
Tagline
That’s the Magic of the Mission City, that’s San Antonio.
OOH Transit/Subway Advertisement
Copywriters: Josh McWhorter & Rachael Nguyen
Art Director: Kara Yoo
