In a world of paid posts and polished travel reels, one campaign is breaking the mould.

BYRDLI, the Australian technology startup redefining travel distribution and social commerce globally, has teamed up with San Francisco Travel to launch their next bold campaign, one where creators don't just feature in the content, they own it.

It's called “San Francisco, Unscripted”, and it marks a new turning point in how destinations connect with the next generation of travellers. Real creators. Real storytelling. And every moment? Bookable.

Not Another Travel Ad

Forget postcard views and polished voiceovers, this is the city as seen, felt, and lived by two of Australia's most talented and compelling storytellers: Lola Hubner (@lolahubner) and Matt Lambley (@matt.lambley).

Think morning light over the Painted Ladies. Drone sweeps of the Golden Gate. Taco runs at midnight. Hidden neighbourhood gems that never make the brochures. From scenic flights to streetcars, design hotels to dive bars, this is San Francisco in motion. Layered. Expressive. Actually real. And lived.

What Makes It Different?

This isn't a one-size-fits-all creator campaign. It's creator-owned and creator-curated. No scripts. No brand briefs. Just lived experience, captured, edited, and shared in real time, then made instantly bookable through the creators' BYRDLI Travel Clubs.

Each creator brings a distinct lens:

• Lola's club celebrates design-forward, outdoorsy travel with boutique hotels and slow itineraries rooted in natural beauty.
  
  
• Matt's club is cinematic and high-impact, spotlighting slick bars, big-sky visuals, luxury hotels, and adrenaline-charged adventures.

Their content speaks to different audiences  and it's exactly that diversity of voice that makes the campaign cut through.

“San Francisco has always been a place of creativity, expression, and the cutting edge and this campaign captures all of that ,” said Radu Barbuceanu, Director, Global Tourism Development at the San Francisco Travel Association. “By partnering with BYRDLI and giving creators full control over the story they tell, we're inviting the world to see a side of San Francisco that's real, layered, and deeply personal.

Content That Converts

Both Lola and Matt are running live Travel Clubs on BYRDLI, a next-gen platform where creators launch their own travel storefronts, sell curated trips and hotels, and earn from every booking they drive.

Followers can book the exact hotels, and multi-day experiences the creators lived, turning scrolls into stays, and content into commerce.

It's a new travel distribution model that's working and growing. BYRDLI has partnered with major destinations around the world, and San Francisco Travel is the latest DMO to back this new way of inspiring, selling, and scaling travel.

Campaign Highlights

Running from September 29, content will drop in real time across Instagram with long-form edits post-travel. Highlights include:

• Portola Music Festival
  
  
• Scenic flights over the Bay
  
  
• Local food trails through taquerias and cafés
  
  
• Bike rides across the Golden Gate
  
  
• Sunset cruises, streetcars, and rooftop cocktails
  
  

“San Francisco is one of the most iconic cities on the planet,  but it's the unexpected that gets me every time I visit. And you rarely see that in traditional travel campaigns. The energy, the edges, all of them. The moments that catch you off guard and completely wow you. That's what we set out to capture,” said Vanessa Richards, Co-Founder of BYRDLI.

“This campaign isn't polished for the sake of it, even though both Matt and Lola have seriously slick styles. It's not pre-packaged. It's real. Seen, felt, and lived by them, then made bookable in real time for their communities to experience.”

“It's what we all want from travel: to do the things the people out there are actually doing. San Francisco is full of incredible things to see and do,  but you need to know where to go. That's what makes BYRDLI so unique. The inspiration and the booking happen in the same place, from the same people who sparked the dream in the first place.”

Bringing San Francisco to Australia

To celebrate the campaign, BYRDLI will also host an invite only creator + industry event in November, bringing a taste of San Francisco to Sydney. More details to follow.

About BYRDLI

BYRDLI is a travel commerce platform that revolutionises how travel is curated, shared, and booked. Made for creators and independent travel advisors, BYRDLI enables users to build and monetise their own Travel Clubs, transforming content into bookable stays, packages and hosted tours. 

www.BYRDLI.com | @byrd.li

About San Francisco Travel

San Francisco Travel is the official destination marketing organization for San Francisco. Through global campaigns, media, and industry collaborations, SF Travel showcases the city's culture, creativity, and iconic experiences while championing sustainable tourism and community-based partnerships.
www.sftravel.com | @onlyinsf

For media inquiries, please contact:
Vanessa Richards
Co-Founder
vanessa@byrdli.com
+61 468 918 191

Press kit and images available HERE