Chaperon is San Francisco’s only FREE
Multilingual Guide

Over 380,000 copies are seen by one of every three International Visitors at 245+ locations abroad and in San Francisco, Chaperon is the best advertising opportunity for reaching International Visitors to the Bay Area.

Included in the Guidebooks

Information for the Foreign Visitor not familiar with the local language or customs.

  • Points of Interest and important businesses by neighborhood
  • Detailed maps of SF and the surrounding regions
  • Practical information about public transportation, tipping, and exchange rates

Printed in Eight Languages

Guide Languages:

  • Chinese
  • Spanish
  • Japanese
  • German
  • French
  • Italian
  • Portuguese
  • Korean

Your ad will be translated into 8 different languages

San Francisco’s International Visitors

There are 2.9 Million International Visitors to San Francisco every year.

  • The number of International Visitors to San
    Francisco is expected to grow 1.1% in 2019.
  • They spend over 3X more than domestic visitors.
  • They stay longer than domestic visitors.
  • Their main interests are:
    • Shopping
    • Sightseeing
    • Fine Dining
    • National Parks/Monuments
    • Amusement/Theme Parks

How can you afford to overlook these travelers?


The Chinese travel market is exploding!

By 2019, they will account for $1 in every $4 of visitor spending
They are increasingly more independent travelers
Seeking authentic local experiences
And local cuisine


International visitors are younger and a majority are men

Men are more often the decision makers in regards to travel
Gender – Male 55%, Female 45%
Average Age – 45
Married – 67%


Don’t Miss the 2020-21 Edition

With over 27 years of  proven results, Chaperon is the best way to attract the valuable International Visitor. Buy a Chaperon ad today.

Annual Edition: April 2020–March 2021


Copy/ Ad Artwork Due: February 3, 2020

Publish Date/First Billing: April 1, 2020


Chaperon‘s Strategic Distribution Philosophy

Chaperon guides are targeted at International Visitors who will be making decisions about how to spend their time in-market. Our delivery team works closely with hospitality staff and concierges. Chaperon guides are only given to independent travelers seeking recommendations on what to do while in the San Francisco Bay Area.

Travelers Prefer Print

  • Printed guides and brochures are the #1 influencer of visitors during trips.
  • 83% of visitors plan to visit an attraction or business as a result of picking up a guide or brochure.
  • 94% of hospitality professionals prefer providing guests with printed visitor information.

Our Advertisers Get Results

Chaperon is the best way to reach foreign visitors via print. There are no other publications in the San Francisco DMA that are in foreign languages. If you need to reach this market, then I would definitely recommend using Chaperon. We’ve been using Chaperon for 20 years for our clients (de Young, Legion of Honor, and Asian Art Museum) that depend on the foreign market visitor.”
Rick Lenat, Lenat & Partners, Inc.
I have worked with Chaperon for many years and currently have a two page spread in the magazine featuring six of our restaurants. With separate guides in eight languages, we feel this is a very effective way to reach International visitors to our restaurants.
Brandy Marts - Director of Marketing, World Dining Partners


Greater Ad Value

Chaperon is one of the most competitive ad
opportunities available in San Francisco. Slightly
more expensive than the cheapest online buys and
significantly less expensive than other printed guides.

Affordable Ad Rates

Rates include translating your ad into 8 languages! PLUS your ad and listing will be featured on

380,000 Chaperons are printed once a year and distributed continuously year round.  Ad translation, production, and listing on are all included in one affordable advertising rate.

Ad Size Yearly Rate Website listing in 8 languages included Option: Pay with 3 equal payments of: Ad Size
(W x H)


Full Page (bleed) $13,150.00 Included $4,385.00 5.875″ x 8.875″
Full Page $13,150.00 Included $4,385.00 4.875″ x 7.875″
1/2 Page Horizontal $8,750.00 Included $2,920.00 4.875″ x 3.875″
1/2 Page Vertical $8,750.00 Included $2,920.00 2.375″ x 7.875″
1/4 Page Vertical $6,950.00 Included $2,320.00 2.375″ x 3.875″

Special Advertorial Sections

New: Shopping Guide

Includes: image, 20-30 word copy, address, phone, URL & logo.

Click here for: Additional Shopping Guide Section  Information

$4,750.00 Included $1,585.00

Image Size:
3″ x 2.4″

Logo Size:
“.86 x .86”

New: Restaurant Guide 

Includes: image, 55-70 word copy, address, phone & URL.

Clich here for: Additional Restaurant Guide Section Information

$4,750.00 Included $1,585.00 Image Size: 2.36″ x 2.22″

Premium Placements

Center Map Gatefold (bleed 2 panels) $27,000.00 Included $9,000.00 5.0″ x 8.375″ per panel
Full Page-Inside/Outside Covers & Page 1. $17,150.00 Included $5,717.00 5.875″ x 8.875″
Front Cover Sponsorship (logo only.) Three cover sponsorship positions available with minimum 1/2 page ad purchase. $1,800.00 $600.00

Premium placements are available on inside front, inside back, center spread, and back cover.  Special rates available for nonprofit organizations. Payment terms are available. No agency discounts available.

New Shopping Guide Section

New Shopping Guide Section added for next edition. Ad purchase in the dedicated shopping guide includes store or product image, 20-30 word descriptive copy, address, phone, URL & company logo.

Read more PDF Shopping Guide Info and Rates

New Restaurant Guide Section

New Restaurant Guide Section added for next edition. Ad purchase in the dedicated dining guide includes restaurant image, 55-70 word descriptive copy, address, phone and URL.

Read More PDF Restaurant Guide Info and Rates


An Ad Size for Every Budget

With an ad purchased Chaperon your address, phone, social media links and hours are included on

Rates are not commissionable and positions are not guaranteed unless reserved in agreement. Payment terms are net 7 with approved credit. Billing will commence with publication of ad. Rates and specs are subject to change without notice. Publisher reserves the right to refuse any ad.

Ads for Chaperon should be submitted in editable format packaged with all images and fonts. Do not outline fonts. InDesign or Illustator files are preferred. Do not send a PDF other than low res PDF for proofing purposes. Translation and layout of your ad into 8 languages is done by Chaperon.

Chaperon ® is produced by MapWest Publications, Inc.  Chaperon ® is a copyrighted and trademarked property of MapWest Inc.

Upload Chaperon Artwork files here .