The campaign, showcasing iconic Bay Area companies like Levi Strauss & Co., Apple Inc. and Pixar, will blanket the city with billboards, video and storefront posters ahead of the Asia-Pacific E…
Looking to reverse the negative narrative surrounding San Francisco and attract more companies, a group of local business leaders and billionaires is rolling out a multimillion-dollar ad campaign to polish the city’s battered image.
Opening with a shot of San Francisco’s infamous fog, the two-minute video is a love letter to the city’s history of innovation, from street cars and the juke box to brands like Gap, Waymo and OpenAI. Other elements of the campaign will showcase some of the Bay Area’s educational assets, like Stanford University and the University of California Berkeley and, in a playful nod, Monsters University, referring to the 2001 film Monsters Inc.
“The city has long had the benefit of not needing to talk much about itself,” said Fisher, whose family has lived in San Francisco for six generations. “Over the last year the drumbeat of negative press just got to a point where I got to a personal breaking point.”Still, an image campaign can’t erase challenges facing the city, including a fentanyl epidemic and lack of affordable housing. In September, Salesforce Inc.
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