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22nd Annual Webby Awards

San Diego Tourism Authority Entry - Best Writing (Editorial)

Hoping this isn't presumptuous but we thought this entry needed a bit of explaining. Thank you for considering San Diego!

Content Marketing Quest

The San Diego Tourism Authority is the Destination Marketing Organization for San Diego and our mission is to drive visitor demand for the benefit of the region.  We do that by educating potential visitors about all that San Diego has to offer and demonstrating why they should choose San Diego for their next vacation. From craft beer to farmer's markets, from golf to kayaking, we tell the San Diego story. has approximately 1,100 pages of managed content plus an additional 700 members contributing content through an Extranet.  For the managed content, we've been challenged to adequately represent San Diego's many diverse activities from a knowledgeable perspective.  Basically, we can't be experts at everything.  So, over the past several years, our organization has embarked on a robust content marketing initiative to find ambassadors to help us cover San Diego's many pursuits, and provide an authentic, insider point of view. 

We approached this exercise in two ways.  First, we enlisted local personalities and thought leaders to help us develop experiential content along their passion verticals. We called them San Diego's Guides to the Good Stuff.  Additionally, we hired writers with expertise in particular topics to provide knowledgeable, actionable information on San Diego activities.  

Guides to The Good Stuff

The Guides to the Good Stuff is a rich media campaign in which influential San Diegans share their perspective on the San Diego lifestyle in their own words. This experiential program is designed to give potential visitors an insider’s perspective of San Diego with a particular passion represented by each of the Guides.  Short videos highlighting San Diego’s arts and culture, dining, craft beer, family attraction and activities, surf and skate culture, music, water recreation and golf, extend San Diego's brand messaging and create greater awareness of the region’s diverse offerings. This content is published on and shared on social media and through advertising campaigns.  We invite you to explore San Diego's Guides to the Good Stuff

Topic Writers

In addition to featuring San Diego personalities, we also hired a team of topic experts and writers to contribute to in order to present more in-depth coverage of key San Diego activities such as hiking, biking, dining, wellness, live music, craft beer, shopping, family friendly activities, fishing, bird watching and LGBT travel.  This content is tagged for distribution throughout the website and SEO friendly for organic discovery off the site.  Here are a few examples to get you started.  Enjoy!

Bruce Glassman; Author, The San Diego Brewery Guide
Tasting Rooms You Want to Kick It at Right Now

Todd Bluechel; Founder Fish. Food. Feel Good.
Sportfishing in San Diego

Scott Turner, Co-author of the 5th Edition of Afoot and Afield in San Diego County
Seven Star Coastal Hikes

Ann Wycoff; Food, Spa & Travel Writer
10 Killer Taco Joints

Frank Sabatini Jr.; Columnist & Author 
Good Vibrations for LGBT Night Crawlers

Ann Wycoff; Food, Spa & Travel Writer
San Diego Destination Spas

Sandra Veum, Personal Shopper
Shopping Blocks Not to Miss

Jeff Terich; Music Editor, San Diego CityBeat
4 Incredible Large Music Venues












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