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Oakland (CA) CVB 
Travel Promotion
The city of Oakland has long sat in the shadow of San Francisco as a tourist destination. Though it is not a primary destination for most visitors to the Bay Area, Oakland offers an array of options for day trips and ‘add-on’ itineraries for visitors to San Francisco.
Working with the Oakland CVB, the Placemaking Group initiated a program to focus on the Oakland CVB’s key marketing strategies; promoting its quaint and multicultural neighborhoods and the city’s “100 surprising things to see and do.” The program included the planning and coordination of a series of group and individual trips supported by story placement and on-going editorial contact. The itineraries included one, three and five day visits, and focused on the aspects of Oakland that offered a complimentary experience to a San Francisco visit: charming and relaxed neighbors, a vibrant and ‘real’ Chinatown, a lazy gondola ride on Lake Merritt and a hike in one of the many parks just minutes from downtown.
The travel writers who visited Oakland absorbed the sites and experiential information and wrote stories for a strategic array of print publications including the Boston Herald, New York Times, Successful Meetings and Chicago Tribune. Through the three years of the program, a total of 100 stories were published for more than $1,584,572 in advertising equivalency.
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