Charles Rubinoff

Overview

This video was a great opportunity to not only promote San Francisco as the premiere destination for hosting your meetings but also highlight the recently-launched San Francisco Welcome Ambassadors—an orange-jacketed crew welcoming and assisting visitors to the City.

I developed a storyline to take the viewer on a compelling journey through San Francisco. Miles Partnership did an amazing job producing this video and it was a hit with our audiences.

Background

Our sales team was lacking in fresh video content to promote the city for meetings. Our existing videos were still accurate but were beginning to feel a bit stale and didn’t reflect the latest in what San Francisco has to offer.

Goal

I wanted to create a video the sales team could use that brought in updated messaging, new shots of the city, and would be something that felt fresh and uplifting as the City emerged out of the pandemic slowdown to attract new business.

Challenges

Relative to other cities across the nation, San Francisco’s recovery out of the pandemic was slower. San Francisco had developed and launched a successful Welcome Ambassador program that drew strong praise and helped set our destination apart, but meeting planners were still not yet widely aware of this program.

Solution

I storyboarded a video that took the viewer on a journey of arriving in San Francisco and then moved from highlight to highlight as led by a Welcome Ambassador tour guide. That shared the news of this program and allowed us to deliver our message and highlight key features in an engaging way. We reached the point where we no longer needed to feature pandemic masking in our video, so that helped City feel even more open and ready for business.

Impact

The reception to this video by clients and the target audience was overwhelmingly positive. Our sales team featured this video in communications, email signatures, and convention booth displays for well over a year.

Learnings

This project reinforced the strength of a strong central character in delivering a message in a fun, interesting way in our video content. We applied some of this thinking to a future video series that highlights influential people in various City neighborhoods.