In a break with the traditional tourism advertising formula, Discover Los Angeles - the official destination marketing organization for the City of L.A. - isn't selling the city in its latest global brand campaign, which launches this weekend in key global markets. Instead, it's selling the feeling of the city.
Encompassing three different executions, the campaign, developed by award-winning Los Angeles shop Mistress ~ founded by Aussie expats Damien Eley and Scott Harris ~ launches this
Sunday in the United States, with a pre-game and kick-off spot during
the Super Bowl, and two key international markets, Mexico and the United
Kingdom. The campaign will roll-out later this year in China, Australia
and Canada.
VIEW THE 60 SEC SPOT
VIEW THE 30 SEC SPOT
The new spot, 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 of
course interested in all of the things they can do in L.A., but first
and foremost, to them, L.A. is about an ethos and a lifestyle," 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."
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 February 12 and Academy Awards on February 26; a four-week complete
station takeover of the 14th Street/Union Square subway station in New
York City (beginning February 20); digital video placements on YouTube
placements 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.
To feel all the feels, visit discoverLosAngeles.com
Client: Discover Los Angeles
Agency: Mistress, Los Angeles
Director: Floria Sigismondi
Production Company: Believe Media
Executive Producer: Jannie McInnes
Executive Producer: Liz Silver
Executive Producer: Luke Thorton
Head Of Production: Vitaly Koshman
Director Of Photography: Starr Whitesides
1St AD: Freddie Childress
Production Designer: Kristen Vallow
Stylist: Marjan Malakpour
Hair: Pamela Neal
Makeup: Mynxii White
Choreographer: Jodie Gates
Dancers: Austyn Rich, Daniel Rae Srivastava, Aiden Carberry, Jake Tribus, Trevor Daw, Adam Agostino, Paulo Hernandez-Farella, Alyssa Allen, Coco Alvarez-Mena, , Mariana Carrillo, Rebecca Troyak, Brianna Mims, Olivia Rose Euritt, Satori Folkes Stone, Megan Yamashita
Music
:60 "I Wait for You" by Souls from album "Souls" on Columbia Records
:30 "Letter to the Moon," by Miynt from upcoming release on Kobalt
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