Discover Los Angeles Goes Global at the Big Game

Discover Los Angeles has released its latest global brand push which will run in the US, UK, Mexico, China, Australia, and Canada.

Discover Los Angeles, the official destination marketing organisation for Los Angeles, has unveiled its latest global brand campaign. Breaking away from the traditional tourism advertising mould, the promotional push which only recently debuted in the United States, isn’t actually selling the city.

Instead, it is focused on the feeling the destination offers. Developed by locally-based creative shop, Mistress, and directed by the highly-acclaimed Floria Sigismondi, the advertising campaign features visual metaphors that work to evoke the emotion of a truly authentic 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 Downtown skyline view from Griffith Observatory, bringing to life the magical feeling of experiencing the locale’s sweeping vistas.

Encompassing three different executions, the push premiered with pre-game and kick-off spots during the Super Bowl in key markets. On 20 February, it will see release in two other key international markets—Mexico and the United Kingdom. China, Australia, and Canada are next in line.

The 14-week long U.S. flight, timed to impact shoulder-season business, also entails TVCs during the Grammy Awards on 12 February and Academy Awards on 26 February as well as a four-week station takeover of the 14th Street Union Square subway station in New York City from 20 February.

Said takeover includes a consumer contest inviting commuters to snap a picture of themselves against one of the campaign’s images of a pool scene. Then, using the hashtag #discoverLA, the photos must be posted on Instagram by each participant for a chance to win a trip for two to Los Angeles.

In addition to the above, digital video placements have been mapped out for both YouTube and Hulu, alongside the release of interactive and extensive digital and social media initiatives slated for New York, Chicago, Washington DC, San Francisco, San Diego, Sacramento, and Fresno.

“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. 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,” said Don Skeoch, CMO at Discover Los Angeles.

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