Boost tourism, LA’s second largest employer, in today’s sluggish economy by launching a new marketing campaign to stimulate travel to Los Angeles from regional markets and select international markets.
Background:
This will replace LA’s successful five-year campaign, See My LA, which featured quotes about LA from over 40 celebrities. LA’s tourism campaigns are presented by LA INC., the Los Angeles Convention and Visitors Bureau, the not-for-profit tourism organization contracted by the City of Los Angeles to promote Los Angeles as a leisure and convention and meetings destination.
Campaign Approach & Creative Goals:
- Capture the allure of Los Angeles as a completely unique city and destination through specific messaging that is distinctly LA.
- Feature the “anything is possible” vibe that is at the core of the Angeleno spirit.
- Show the unexpected but rich diversity of experiences available in LA in a fun, provocative and creative manner.
Initially, the campaign will target the 21 million regional visitors to take advantage of the trend towards “close to home getaways” and “staycations”, and later roll out to key domestic and international markets. Launch of campaign coincides with expanded and revamped website discoverLosAngeles.com. The initial media plan is a comprehensive media mix consisting of a robust on-line marketing strategy, regional print, radio buys and local out-of-home advertising:
Print Media: (Northern and Southern California Editions)
- Architectural Digest
- Bon Appétit
- Condé Nast Traveler
- Domino
- Gourmet Magazine
- The New Yorker
- Vanity Fair
- O Magazine
- Yahoo.com
- Google.com
- Travelocity.com
- Ticketmaster.com
- LAX Terminals
- Metro Buses
- Hollywood & Highland
Promotions:
LA INC. will be promoting culture and arts in LA with special giveaways on air through Clear Channel radio. Over 1,300 tickets to museums, theatre and music institutions will be given away to listeners to over 30 participating attractions. In addition, every time someone shows their Wells Fargo Credit or Check Card at these participating attractions they receive special discounts off admission, gift shop items and more. All the offers for the promotion will be on line at discoverLosAngeles.com.
Celebrity Involvement:
Since Los Angeles wouldn’t be LA without its globally recognized “star power,” it will include a limited number of celebrities.
- David Beckham
- Kobe Bryant
- Lauren Conrad
- Baron Davis
- Tom Hanks
- Rita Wilson
An online contest kicks-off the new campaign and calls on locals to create their own “that’s so LA” moment in a video or photo. Contests can enter to win one of five LA weekend getaway prizes and a spending card. This interactive contest allows locals to be creative and have a hand in boosting tourism in the city.
Advertising Agency: HEILBrice
HEILBrice specializes in ideas that build business – the creation and execution of highly focused advertising and communication programs designed to increase sales, heighten visibility and solidify customer loyalty. Founded in 1987, HEILBrice has offices in Los Angeles and Irvine, California and ranks among the top 100 advertising agencies in the United States (ADWEEK).
