San Diego is the ultimate setting for Active Relaxation.
Travel tends to fall into one of two categories: Active Exhaustion, where you go, go, go, and by the time you get home, you need a vacation from your vacation; and Passive Relaxation, where you lie around and do a whole lot of nothing. After a months-long journey to crystallize the San Diego brand, the San Diego Convention & Visitors Bureau, working in collaboration with its former agency, NYCA, along with its Executive Board, landed on “Active Relaxation,” a brand platform that positions San Diego as that rare place where the more you do, the more rejuvenated you become. San Diego transports visitors into a state of Active Relaxation, where the physical self calms while the emotional self awakens. No other place can both stimulate you and relax you all at once, leaving you with a sense of well-being and vigor.
“Ahhh” TV CampaignTwo new TV spots bring the promise of Active Relaxation to life. Each features a series of vignettes that catch people in a San Diego “ahhh” moment. A relaxing “ahhh” moment. An exhilarating “ahhh” moment. A playful “ahhh” moment. An inspiring “ahhh” moment. Each spot ends with the new tagline: “San Diego – 365 days of ahhhhhhh SM.” 
- Agency: NYCA
- Creative Director: Michael Mark
- Associate Creative Director: Rob Petrie
- Senior Copywriter: Robert Borges
- Broadcast Producer: Amy Krause
- Account Management: Tammy Haughey, Sarah Mettee
- Director/DP: Karsten "Crash" Gopinath
- Production Company: Lotus Filmworks
- Editing Company: Cut and Run
- Music House: Machine Head
Active Relaxation Guidebook (876 KB pdf): Download “ BRAND SAN DIEGO :: The Active Relaxation Guidebook” for more in-depth information, including key research findings from the San Diego Brand Crystallization process.
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