HEILBrice Campaign Aims to Make Vacation in Los Angeles Top of Mind This Summer

Created from True Traveler Accounts, “What’s Your L.A. Story?” Inspires Potential Visitors to Create Their Own

LOS ANGELES--()--Advertising agency HEILBrice and the Los Angeles Tourism and Convention Board recently launched a global advertising initiative consisting of broadcast, outdoor, print, digital and social in key domestic and international markets. And with Memorial Day widely known as America’s unofficial start of summer, both agency and client are hoping the campaign, “What’s Your L.A. Story?,” will encourage people to include the City of Angels in their summer travel plans.

TV ads include a 30-second spot and nine rotating 15-second spots inspired by actual stories. “What’s Your L.A. Story?” relates the kinds of experiences one can only have in L.A., from iconic attractions to glorious beaches to chance encounters with celebrities. The spots also feature the song, “L.A. Story,” by American singer, songwriter Sammy Adams.

Digital advertising in Australia, Canada, China and the UK is bolstered by social initiatives to reach global consumers. And at www.discoverlosangeles.com/LAStory, visitors are invited to post #LAStory-tagged photos for a real-time travelogue of unique firsthand experiences.

View the “What’s Your L.A. Story?” creative now. http://www.heilbrice.com/latourismbrand14

“The campaign takes Los Angeles’ diversity and vastness, which can be overwhelming, and makes it accessible, personal and meaningful,” said Jeff Morris, President of HEILBrice. “The site encourages visitors to customize their L.A. visit to their interests—whether it’s art and culture, outdoor activities, music, sports, shopping or sight-seeing.”

“The mix of TV, print, digital, social and online addresses the traditional and non-traditional ways global travelers consume media,” said Don Skeoch, Chief Marketing Officer for L.A. Tourism.

Travelers seeking inspiration on how to create their L.A. Story can visit www.discoverlosangeles.com/LAStory, join L.A. Tourism’s more than one million Facebook followers, facebook.com/LosAngelesFan, or follow @discoverLA on Twitter and Instagram.

Contacts

HEILBrice
Jeff Morris, President
Phone: 949-336-8800
FAX: 949-336-8819
jeff.morris@heilbrice.com
or
Los Angeles Tourism and Convention Board
Susan Lomax
213-236-2397
slomax@LATourism.org

Release Summary

Los Angeles Tourism and Convention Board launches global advertising campaign.

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Contacts

HEILBrice
Jeff Morris, President
Phone: 949-336-8800
FAX: 949-336-8819
jeff.morris@heilbrice.com
or
Los Angeles Tourism and Convention Board
Susan Lomax
213-236-2397
slomax@LATourism.org