San Francisco Travel CEO on using the Super Bowl to drive destination branding | The Insight Files |

San Francisco Travel is attempting to inject as much of the city's unique culture and brand identity into Super Bowl 50 as possible to leverage the big game as an integrated tourism promotion platform. Meaning, according to the tourism bureau, that it will be the greenest, most high-tech, gay-friendliest and most multicultural Super Bowl ever, with the most ride sharing, room sharing, social media sharing, community engagement and best local food and wine, too. For the week leading up to Super Bowl 50 on February 7, 2016, the Embarcadero District will be converted into Super Bowl City. This article features an abbreviated version of Skift's interview with the president and CEO of San Francisco Travel around the tourism marketing opportunities aligned with Super Bowl 50.