Mumbai: The San Francisco Travel Association has launched its largest-ever global marketing and advertising campaign, “Always San Francisco,” to promote tourism to the city. The multi-million-dollar campaign targets leisure travelers and meeting planners in major domestic markets and key international markets. It is the destination marketing organization’s first campaign to include television advertising.

Celebrating the city’s bold, inviting, and playful ethos, the “Always San Francisco” campaign features iconic locations visitors already connect to San Francisco—the Golden Gate Bridge, cable cars, and Lombard Street—and ones that showcase the city’s vibrant neighborhoods and the diversity of visitor experiences. The campaign also includes cameos by San Franciscans, such as Lady Camden of RuPaul’s Drag Race fame, artist Sirron Norris, dancers from the acclaimed AXIS Dance Company, musicians Mae Powell and Michael O’Konis, Chinatown lion dancers, and chefs from Michelin-starred Angler, to represent the talent and inclusivity the city champions.

“This is the largest campaign San Francisco Travel has ever launched due to the incredible support from the City and County of San Francisco, Visit California, and other stakeholders,” said San Francisco Travel president & CEO Joe D’Alessandro. “Tourism is vital to the city’s economic recovery, and ‘Always San Francisco’ is designed to drive increased visitation by showing the authentic San Francisco experience people love and dream about.”

San Francisco Travel chief marketing officer Lynn Bruni-Perkins said, “The campaign evokes the emotional joy visitors find here. San Francisco will always be San Francisco. It is ever-changing, but the feeling of San Francisco remains constant. Its epic beauty, iconic landmarks, diverse people, and larger-than-life moments stay with you forever.”

To match the powerful and inspiring imagery, San Francisco Travel collaborated with local and San Francisco-connected musicians to reimagine Judy Garland’s beloved rendition of the classic “San Francisco” song for its campaign video.