San Diego Tourism Authority is Out to Prove that Vacationing is “Better By The Beach”

Erica Eyring, Director, North America
February 13, 2018
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While many destinations around the world can offer visitors restaurants, shopping, nightlife and more, the San Diego Tourism Authority would argue that all of those things are better to experience by the beach. And, they would know. San Diego is known for its beautiful coastline, its sandy beaches and its amazing weather.

Today, in collaboration with the destination marketing organization, we launched “Better By The Beach,” a bespoke creative campaign that drives awareness, inspiration and consideration, and increases perception of San Diego as more than a beach destination. 

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This creative strategy was built upon the notion that travel experiences are significantly enhanced when they happen closer to the coast, and from yoga to nightlife to dining, almost any activity is Better By The Beach. 

On the custom hub, users can explore all that San Diego has to offer. They can browse by experience type, such as adventure, family fun, flavor, after dark and more, or filter by guides and destination information, lodging, activities and packages. Keeping the focus on inspiration, the campaign showcases activities in different regions or neighborhoods, and potential visitors can learn more, explore additional activities and find a nearby hotel.

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To harness the power of social media, and its role in consumer inspiration, the campaign leverages a variety of globally-relevant trending hashtags, along with an ownable hashtag #BetterByTheBeach to inspire potential travelers to explore, discover and visit San Diego. The hashtags will help consumers create a connection with the destination across social media, predominantly Instagram and Facebook, and empower San Diego to own the beach narrative.  

The campaign will run in the United States, Canada, United Kingdom and Germany through May 2018. You can check it out at "https://betterbythebeach.expedia.com" or on social media with the hashtag #BetterByTheBeach.  

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Erica Eyring
Director, North America
Erica Eyring brings more than 15 years of online advertising industry experience to her role as a director of North America for Expedia Group Media Solutions, where she focuses on strategic digital media campaigns for travel and non-travel brands. Erica has worked with notable brands such as American Airlines, Hilton, South African Tourism Board, Starwood, Estée Lauder Companies, L'Occitane en Provence and more. Erica previously served as a senior manager on air and international development accounts at Expedia Group. She also spent nearly five years at Yahoo! Inc. where she worked on e-commerce, shopping, jewelry and beauty categories, and pioneered Flash advertising and homepage takeovers on the site. Erica currently lives in Seattle with her family.
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