Assignment:
Concept a new campaign for Discover San Ramon, a quiet town smack in the middle of Northern California. The town itself offers several relaxing activities — good food, good wine, and natural beauty abound. San Ramon is also within a 2-hour drive of several other destinations, from Sacramento and San Francisco to Point Reyes and Big Sur. As a destination on its own, it lacks the wow factor of its not so close neighbors.
Approach:
Embrace San Ramon’s relatively boring persona and reshape that idea into a positive. By embracing its nothing-ness, the “Nothing Compares” campaign is a refreshingly honest approach for a tourism destination. A simultaneously self-deprecating and self-promoting tone declaring San Ramon’s boring side was an approachable way to execute this campaign idea.
