CHLA September/October 2021

www.calodging.com September/October 2021 7 In April, the team expanded the “Our Gate is Open” messaging to additionally target meeting planners, both local and national. They partnered with local business organizations to create a “Meet Local” sub- campaign and developed a video inviting meetings to San Francisco once restrictions were lifted. Beginning in May, by once again leveraging matching funds, rates, and creative templates from Visit California, San Francisco developed another regional digital co-op to leverage VCA’s “What If ” campaign. Geographic targeting was expanded to key feeder markets, including Seattle, Phoenix, and Dallas along with Los Angeles with a national layer of paid social media. The leisure marketing campaign will continue through November and has generated over 100,000 room nights for the city to date.  Note: Portions of this article were previously published by US Travel Association in June, 2021.