Visit San Antonio and its Agency of Record, The Atkins Group, set out to produce a new destination video. The challenge was to create a destination video that stood out and didn’t feel the same as all the other formulaic destination videos. Instead we wanted to produce a brand story, only the story that we could tell. Because our destination is unique, and the stories we share should capture and celebrate that. We didn’t want to create just do one video, but a story vault that would allow us to create multiple videos. And we did just that. We shot over 500 hours of video, all over the city of San Antonio, with talent representing all of Visit San Antonio’s key persona groups, a primary marketing initiative. The creative follows real families, friends and couples on their visits to San Antonio doing the things that specifically appeal to them. Qualitative research also informed the format and direction of the creative.
The purpose of the destination video is to highlight our destination in a beautiful yet emotionally compelling way that portrays the uniqueness and authenticity of San Antonio. The goal was also to gather as much video footage that would highlight everyday intimate moments that allowed viewers to experience "One Perfect Day" through the eyes and routines of several couples, family, and friends.
The budget for this website was $200,000, including all hard costs associated with video production, talent and editing.