San Francisco Travel Association, which strives to promote the city and its surroundings as a top global destination, is not resting on its laurels or relying on its enviable range of attractions to maintain the city’s upward trend. Rather, the organization, which is partly responsible for eight consecutive years of tourism growth in the city, asked how it could better open itself up to Chinese visitors.

The company used its rich Chinese-American heritage as a starting point and sought to connect outbound travelers with Chinese communities already present in the city via WeChat and Weibo. In recent years, SFTA and Hylink have worked together to craft and execute a range of award-winning campaigns.