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Visit San Jose

The epicenter of technology pivots toward the leisure market.


Tomorrows happening daily.

Challenge

Team San Jose was reinventing themselves: moving beyond their focus on group meetings to embrace a leisure travel audience ready to explore Silicon Valley. To match their evolution, San Jose needed to re-introduce themselves to the world.

Solution

CONTENT CREATION

Native developed a refreshed brand identity and created new video and photo content to match San Jose’s new positioning.

The first video generated high engagement within hours of posting to Facebook. With no paid promotion and an audience of only 1200 followers we far exceeded expectations. Where most videos previously posted were viewed 150 times, our video quickly gained 6,300 shares and racked up 338,000 views. All without paid promotion.

process


facebook video results

Every 3-4 months San Jose has continued to build up their visual content library by inviting our team back to capture new experiences. With each trip comes new ways to inspire travelers. The following photography is a small sample created for several omni-channel campaigns.

san jose photography

EVENT ACTIVATION

On the heels of the break-out video was an opportunity for a presence at Super Bowl City which would be hosted in San Jose’s backyard. With only 6 weeks to act, the Native team partnered with local vendors to turn a recycled shipping container into one of the most-visited pavilions at Super Bowl City.

Over a 10 day period leading up to the Super Bowl, San Jose hosted 96 hours of programming for almost 1 million attendees.

With a short timeline and small budget, our goal was high-impact simplicity.

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Every graphic element was designed at an angle to reflect the branding and give the container a sense of movement.

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Local TV show NOW KC aired a segment about the project as we prepped for delivery to Super Bowl City.

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5 days later the pavilion made it to Super Bowl City, right on the water in San Francisco.

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Hundreds of thousands of football fans crowded into the street festival, joined by Rocky the Leprechaun who’s been leading Broncos cheers for 31 years.

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Attendees loved the interactive experiences and live performances.

Visit San Jose Super Bowl City Visit San Jose Super Bowl City

super bowl activation results
“Native has guided us every step of the way. It’s always an inclusive and iterative process with no compromises on quality.”
Jennifer DeForest
Marketing Administrator
Visit San Jose