Set to drive shoulder season business, the push entails TV, outdoor, digital, and social media executions launching in seven U.S. markets
Discover Los Angeles, the city’s official marketing organisation, has rolled out a rigorous marketing campaign specifically targeted at the millennial market. The push titled Get Lost in L.A. was developed by advertising agency, PrettyBird, in collaboration with creative boutique, REMO+OOB.
“Following a series of focus groups in our key U.S. markets, we learned that millennials in particular embody an anything is possible sentiment about Los Angeles. These unscripted moments make one’s L.A. trip unexpectedly amazing,” said Don Skeoch, Chief Marketing Officer at Discover Los Angeles.
The eight-week exercise aims to drive shoulder season business. Television and outdoor executions are set to launch in New York City, Chicago, and Washington DC. Meanwhile, digital and social media efforts have been mapped out for San Francisco, San Diego, Sacramento, and Fresno.
Filmmaker Jason Zada was behind the conceptualisation of campaign’s main spot, which brings to life memorable moments in the form of a cinematic snapshot of a couple’s serendipitous 24 hours in Los Angeles. Portraying a locale of endless possibilities, it captures the essence and buzz of the city.
The commercial’s engaging visuals range from an adventurous day at the new Broad museum to a high-flying spectacle at a Mexican wrestling arena to dinner at one of the hottest restaurants in town to a stunning Venice sunset—all set to resident BØRNS’s Electric Love.
Meanwhile, a Shazam element has been embedded into the creative, inviting viewers to use the app for a chance to win an all-inclusive trip to Los Angeles at the end of April. The winning foursome will be treated to the same sights featured in the commercial and attend a private concert.
To further engage its audience, two top lifestyle influencers, Sonya Esman and Devin Brugman, each with 1.4 million and 1.2 million Instagram followers, have cameos in the spot, as does notable chef and native Angeleno, Roy Choi of Kogi truck fame.
The out-of-home aspect entails a creative developed to adopt a near stream-of-consciousness style storytelling approach. Painting a picture of the sights, sounds, smells, and tastes unique to the destination, it presents with the idea that readers ‘get lost in Los Angeles’ as they engage with interesting adventures.
Meanwhile, the digital leg of the push uses a similar copy style, but adds a ‘speed-reading’ technique which allows the consumer to easily read more words per second to ultimately get them enraptured in the storytelling. A fully interactive video has also premiered, welcoming viewers to dive deeper into the film online
Discover Los Angeles is hosting a thematic media experience in its key market, New York City. Fans can engage with the movement via the programme’s dedicated website and join in the conversation via Facebook, Twitter, Instagram and Pinterest using the #LostInLA hashtag.
