Discover Los Angeles has launched #everyoneiswelcome, a multi-million dollar integrated marketing campaign, to underscore these values.
The campaign has launched with an inspiring video, the first film piece created by Discover LA’s in-house creative team and produced by Mistress, an LA-based agency founded by Australian expats Damien Eley and Scott Harris
Diversity and inclusivity have always been cornerstones of Los Angeles culture – people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population – and this community has consistently rolled out the red carpet for visitors from across the globe. There has never been a more critical time to reinforce these points than now.
Discover Los Angeles has launched #everyoneiswelcome, a multi-million dollar integrated marketing campaign, to underscore these values. The campaign will launch with an inspiring video, the first film piece created by Discover L.A’s in-house creative team and produced by L.A. based, Aussie agency Mistress.
In a new video released on Discover Los Angeles’ social channels is a visual metaphor of paper planes, embodying patterns emblematic of countries around the world, ‘fly’ into Los Angeles.
Set to the soundtrack of Los Angeles-local Father John Misty’s song, “Real Love Baby,” the film takes viewers on a journey through the streets and shores of Los Angeles including 16 locations.
The video features cameos from:
- Layla Shaikely, creator of the #mipsterz (Muslim hipsters) trend, who is seen riding a skateboard.
- Famed street art by Shepard Fairey (artist who created the iconic Obama ‘Change’ poster).
- Madonna’s choreographer Megan Lawson and her partner dancer, Jo’Artis Ratti (Big Mijo co-founder of Krump dance).
Other people featured were Angelenos plucked off the streets of LA in real-time.
“Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points,” said Ernest Wooden Jr., President and CEO for Discover Los Angeles.
“As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign.”
The campaign rolled out digitally from today and will culminate with a surprise activation in early May.
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]