Watch: LA’s new campaign full of ‘feels’
In a break with the traditional tourism advertising formula, Discover Los Angeles – the official destination marketing organisation for the City of L.A. – isn’t selling the city in its latest global brand campaign, which debuted in the United States on Super Bowl Sunday. Instead, it’s selling the feeling of the city.
The new campaign, developed by Los Angeles shop Mistress- founded by Aussie expats Damien Eley and Scott Harris – 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, giving off a very ‘La La Land’ kind of vibe.
“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,” said Don Skeoch, chief marketing officer for Discover Los Angeles.
“They are interested in all of the things they can do in the city, but to them, L.A. is first and foremost about a lifestyle and a feeling,”
“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 campaign launched on Sunday in the US during the Super Bowl, and will roll out to Mexico and the UK on February 20, before landing in Australia, along with China and Canada, later this year.
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 one million Chinese visitors.
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