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How LA hopes a ‘feeling’ will hook visitors

New campaign aimed at emotions

It has a myriad of iconic sights and attractions, but LA wants you to get hooked on a feeling.


Making its debut on Super Bowl Sunday, Discover Los Angeles’ new global brand campaign for LA aims to sell the city through the emotions it conjures.



So how, and why? Discover Los Angeles chief marketing officer Don Skeoch says research had made it clear “the feel of Los Angeles has an inexorable pull on visitors”.


“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,” he said.


“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.”


To be launched in Australia and other key markets later this year, the campaign features “visual metaphors that evoke the emotion of an L.A. moment”, such as a performance by a college dance troupe, who perform before a downtown skyline backdrop from Griffith Observatory, “bringing to life the magical feeling of experiencing L.A.’s sweeping vistas”.


The initiative was developed by LA shop Mistress, which was founded by two Aussie expats.


Los Angeles welcomed a record 47.3 million visitors in 2016.


What do you think of the campaign, and the concept?


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Written by: Mark Harada
Published: 8 February 2017

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