The San Francisco Travel Association (SFTravel.com) in collaboration with statewide DMO Visit California on Monday launched an "Our Gate is Open" ad campaign targeting Californians.
Here's the basic pitch:
"The wait is over! It's time to satisfy your pent-up desire to travel. And what better way to do that than with a long weekend in San Francisco? Follow our custom, three-day itinerary for the best way to explore the City by the Bay while still doing your part to keep yourself and our residents healthy."
The campaign features a video in which local celebrities explain what they like best about the SF area.
Other media used include the Expedia, Sojern and Adara platforms.
Participating industry partners are United Airlines, the City of Oakland and the Mount Diablo and Tri-Valley regions.
The campaign will run through 6 December.