Making the Happiest City Happier

San Luis

Obispo Tourism


Our Role

Project Overview


Since 2010, when Oprah Winfrey publicized it, San Luis Obispo has been known as “The Happiest City in America.” But even happy cities sometimes need a facelift. That was the case when AMF teamed up with the San Luis Obispo Tourism Business Improvement District.


AMF Media Group took it from the ground up, creating a comprehensive tourism campaign, including a new and distinct brand identity, a redesigned visitor website, print materials and videos. 


The city saw an immediate 12-percent jump in its transient occupancy tax, and the tourism campaign racked up several tourism awards, including top honors in the state’s prestigious California Poppy Awards.



Advertisements inspired travelers to take an unplugged vacation where they can connect to the place, be present in the moment and enjoy every minute of their time. 

Social Video

Social media videos featured visitors enjoying family time, a couple’s getaway and a girl’s weekend in San Luis Obispo and all the region has to offer.

Anthem Video

AMF produced a visually stunning tourism video — supported by a custom song performed by local musicians, the symphony, the Cal Poly Marching Band and others.

Next Project

Next Project

Verde Ranch RV Resort