BYRDLI & San Diego Tourism launch dual creator campaign

BYRDLI has launched a campaign with the San Diego Tourism Authority, presenting two creator-led versions of visiting San Diego.

The campaign, One City, Two Ways - San Diego, centres on Travel Clubs created by Chester See and Cole Dickson on BYRDLI's platform. Each creator is building a different itinerary for the city, with stays, experiences and trip plans added as their journeys develop.

The partnership is BYRDLI's first with San Diego and extends its model of using creator-led travel storefronts to turn destination content into bookings.

See is joining BYRDLI for the first time. His San Diego itinerary focuses on food, culture and city life, with an emphasis on neighbourhoods and local experiences.

Dickson, whom BYRDLI describes as one of its top sellers, is returning with a travel community that has already generated bookings on the platform. His version of San Diego highlights the coastline, nature and lifestyle.

Both Travel Clubs function as live booking pages, allowing audiences to follow each trip and book from recommendations as they appear. Pricing and availability are integrated into the platform as products are added.

Different routes

The campaign is built on the idea that destinations no longer need to be presented through a single storyline. The same place can be sold in different ways to different audiences, depending on how travellers want to spend their time and money.

That reflects a wider shift in travel marketing, as tourism bodies and booking platforms seek more direct links between online influence and transactions. Creator partnerships have often focused on awareness, but companies across the sector are increasingly trying to connect content with immediate booking options.

BYRDLI positions its Travel Clubs as bookable stores run under a creator's own brand. It works with creators and independent travel advisers, allowing them to assemble hotels, itineraries, experiences and trips in one place for their audiences.

Vanessa Richards, co-founder of BYRDLI, said the campaign was designed to challenge the standard destination pitch.

"For a long time, destinations have been marketed as one thing," Richards said. "But that's not how people experience them. Chester and Cole are building two completely different versions of the same city, each through their own lens, and for their own audience. What BYRDLI does is power that, turning their perspective into something structured, bookable, and measurable."

Tourism angle

For the San Diego Tourism Authority, the campaign offers a way to showcase different sides of the destination without relying on a single broad message. One strand highlights urban culture and dining, while the other leans into the coast and outdoor lifestyle.

Riki Suzuki, tourism development manager at the San Diego Tourism Authority, said that range was central to the partnership.

"San Diego offers an incredible range of experiences, from a vibrant urban culture to a relaxed coastal lifestyle," Suzuki said. "This campaign allows us to present that range in a way that reflects how people actually travel today. Through BYRDLI, those experiences are not only being shared, they are being turned into bookable journeys that travellers can act on immediately."

The campaign will be measured through indicators such as room nights, revenue and traveller behaviour. That emphasis underlines how travel technology groups are trying to show tourism boards and suppliers that creator activity can be assessed against commercial outcomes, not engagement alone.

Founded in Australia, BYRDLI positions itself as a travel technology business serving a global market. Its model combines storefront tools, a booking engine, concierge support and performance tracking for travel sellers who want to turn recommendations and content into transactions.

In this campaign, the distinction is not just between two creators, but between two ways of defining the same destination. See's route is shaped by food, social activity and city districts, while Dickson's focuses on beaches, scenery and a slower pace.

Rather than condensing San Diego into a single sales pitch, the campaign sets those alternatives side by side and lets travellers decide which version suits them. Both Travel Clubs remain live on the platform, with new products and itinerary updates added in real time.