The Situation:
When inbound travelers plan a trip to the San Francisco Bay Area, they typically think of flying into San Francisco. However, research has shown that visitors to the San Francisco Area only spend 15% of their stay within the San Francisco region. They spend the rest of their time experiencing the broader Northern California region – Monterey/Carmel, Wine Country (Napa, Sonoma, Livermore), Lake Tahoe, Berkeley, Silicon Valley, The Redwoods and more.
Many of these travelers are also unaware of a more convenient airport right across the bay from San Francisco, Oakland International Airport. OAK is centrally located to the best of Northern California. It is also the most reliable way to get to where travelers want to be.
The Solution:
The creative that Circa landed on is based on the fact that Oakland, their more convenient, centrally-located airport, was no longer second to San Francisco. The video produced by Kaboom and writer/director Erik Moe, takes a light-hearted look at San Franciscans, and their inferiority complex, and spells out the benefits of “Flying the East Bay Way”.
