To drive travel consideration and travel to the city, San Diego Tourism launched a high-impact programmatic digital out-of-home (pDOOH) campaign targeting key metro markets.
Objective
The campaign set out to generate brand awareness and drive travel to San Diego among young professionals residing in major cold-weather or high-density metropolitan hubs: New York, Chicago, and Denver. A key priority for the campaign was to prove its direct influence on real-world travel, requiring a measurable lift in visitation and brand engagement.
Strategy
San Diego Tourism launched a data-driven programmatic DOOH campaign in partnership with agency The Shipyard, The Trade Desk DSP, and Place Exchange SSP by Broadsign. Designed to engage urban consumers during their everyday routines, the brand secured high-impact inventory—including digital billboards, roadside spectaculars, and transit panels—across New York, Chicago, and Denver. By activating high-impact placements through Place Exchange, the campaign delivered mass reach and sustained street-level visibility across all three target DMAs.
Results
- 38 Million Target Impressions: Delivered 38 million total impressions to target audiences across New York, Chicago, and Denver during the month-long flight.
- 49.8% Net Lift in Visitation: Achieved a 49.8% net lift in actual physical visits to the San Diego area within a 120-day window following the campaign.
