Discover Los Angeles Focuses On All The Feels In Global Brand Campaign

Discover Los Angeles Focuses On All The Feels In Global Brand Campaign

In a break with the traditional tourism advertising formula, Discover Los Angeles – the official destination marketing organisation for the City of L.A. – isn’t selling the city in its latest global brand campaign, which debuted in the United States on Super Bowl Sunday. Instead, it’s selling the feeling of the city.

The new campaign, developed by award-winning Los Angeles shop Mistress- founded by Aussie expats Damien Eley and Scott Harris – and directed by the acclaimed Floria Sigismondi, features visual metaphors that evoke the emotion of an L.A. moment. In one example, a dance troupe from the University of Southern California’s Glorya Kaufman School of Dance perform against the backdrop of a twinkling, dusky Downtown skyline view from Griffith Observatory, bringing to life the magical feeling of experiencing L.A.’s sweeping vistas.

“Following in-depth focus groups in nine of our key global markets, one point became clear: the feel of Los Angeles has an inexorable pull on visitors. They are interested in all of the things they can do in the city, but to them, L.A. is first and foremost about a lifestyle and a feeling,” said Don Skeoch, chief marketing officer for Discover Los Angeles. “We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”

Encompassing three different executions, the campaign launched on Sunday in the United States, with pre-game and kick-off spots during the Super Bowl in key markets, and will launch on 20 February in two key international markets, Mexico and the United Kingdom. The campaign will roll-out later this year in China, Australia and Canada.

The 14-week long U.S. flight, timed to impact shoulder-season business, also includes television spots during the Los Angeles-hosted GRAMMY Awards on 12 February and Academy Awards on 26 February; a four-week complete station takeover of the 14th Street/Union Square subway station in New York City (beginning 20 February); digital video placements on YouTube and Hulu; and interactive and extensive digital and social media efforts in New York, Chicago, Washington D.C., San Francisco, San Diego, Sacramento and Fresno.

The station takeover in New York City includes a consumer contest where commuters are invited to snap a picture of themselves against one of the campaign’s images of a pool scene and post on Instagram using #discoverLA for a chance to win a trip for two to Los Angeles.

In 2016, Los Angeles welcomed a record-breaking 47.3 million visitors from around the globe and became the first U.S. city destination to host more than 1 million Chinese visitors.




Please login with linkedin to comment

Discover Los Angeles

Latest News

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Leading Aussie Creators Alright Hey & Starr McGowan To Host Annual AiMCO Awards, With Platinum Sponsor TikTok For Business
  • Media

Leading Aussie Creators Alright Hey & Starr McGowan To Host Annual AiMCO Awards, With Platinum Sponsor TikTok For Business

The Australian Influencer Marketing Council (AiMCO) has today announced popular Australian content creators, Alright Hey and Starr McGowan, will host the 2023 AiMCO Awards, with platinum sponsor TikTok for Business. Lead image: Alright Hey & Starr McGowan The annual awards, which are set to be held at Sydney’s Doltone House on February 29, recognise the […]

NRL Heartthrob Reece Walsh Stars In New Musashi In New Campaign By JOY
  • Campaigns

NRL Heartthrob Reece Walsh Stars In New Musashi In New Campaign By JOY

A new campaign from Australia’s number one sports nutrition brand, Musashi, captures the emotion, intensity and self-reflection on GAME DAY, featuring some of the country’s most exciting, emerging sporting talent. Devised by leading independent agency JOY, the campaign creative is inspired by the power of the moment just before an athlete steps out onto the […]

Nutella & Pizza Hut Partner To Launch Huge New Menu Item Via WiredCo.
  • Campaigns

Nutella & Pizza Hut Partner To Launch Huge New Menu Item Via WiredCo.

Picture this. A freshly baked, deliciously gooey and irresistible 8-in-1 giant vanilla cookie, served warm. Now imagine a delectable drizzle of hazelnut spread, NUTELLA on top. No further imagination is needed as Pizza Hut has launched its brand-new Loaded Cookie with NUTELLA this Thursday, 22nd February, set to become an Aussie favourite in their 270 […]

Social Soup Nabs Jess Hope From EssencceMediacom
  • Marketing

Social Soup Nabs Jess Hope From EssencceMediacom

Social Soup has announced the appointment of Jess Hope to the newly created role of head of growth and Innovation, effective immediately. Lead image: L-R – Sharyn Smith and Jess Hope With over 15 years of social, creative and content marketing experience, Jess has spent her career immersed in entertainment, music, publishing and advertising. Having […]

Spotlight On Sponsors: Canberra Raiders Have Rocky Relationship With Finals Footy But Maintain The Gold Standard When It Comes To Partnerships
  • Marketing

Spotlight On Sponsors: Canberra Raiders Have Rocky Relationship With Finals Footy But Maintain The Gold Standard When It Comes To Partnerships

The Canberra Raiders just snuck into the top eight last year, appearing in the finals for the first time since 2014. But while the Raider’s relationship with finals footy is rocky at best, their sponsorship is anything but. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Spotlight On Sponsors: Western Bulldogs Remain Focussed On Supporting Local Communities After Inconsistent 2023 Season
  • Marketing

Spotlight On Sponsors: Western Bulldogs Remain Focussed On Supporting Local Communities After Inconsistent 2023 Season

The Western Bulldogs remained in contention to take the top prize right through the 2023 season despite inconsistent results but ultimately missed out on the finals series for the first time since 2018. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the […]

Guardian Nabs Charlotte Byrne From Schwartz Media
  • Media

Guardian Nabs Charlotte Byrne From Schwartz Media

Guardian Australia has recruited a new partnerships manager, Charlotte Byrne, following a push for strategic content collaborations with major advertisers. Byrnes will join Guardian Australia as partnerships manager from Schwartz Media team, where she was previously responsible for leading and developing the sales team across direct, agency and media partnerships. Guardian Australia is a free […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]

Carat Perth’s Michelle Testa To Chair Oasis Committee In Support Of Salvos
  • Advertising

Carat Perth’s Michelle Testa To Chair Oasis Committee In Support Of Salvos

Carat Perth client partner Michelle Testa (pictured) has been named as the new chair of the Oasis Committee with a remit to deliver continued financial support to The Salvation Army on behalf of the WA Advertising and Communications industry. Testa, who takes on the chair has been a member of the Oasis Committee for several […]

Gen AI Is Making Small Business Marketing A Breeze
  • Marketing

Gen AI Is Making Small Business Marketing A Breeze

In this guest post, Sarah Tilleke, Adobe ANZ Solutions Consultant (pictured below), says now’s a great time to take control of your marketing processes thanks to the rise of generative AI. Small business owners would agree that while a standout marketing campaign is essential if you want to grow your business, far too often the […]

Opinion

by B&T Magazine

B&T Magazine