Brand Strategy · Digital · Social · Influencer
LA & Atlantic City Tourism Bureaus
“Choose L.A.” and “Choose Atlantic City” campaigns
The value arc
From problem to value in four moves
Problem
Two tourism boards needed to depolarize perceptions and grow first-time visitation, longer stays, and higher spending.
Diagnose
Polarized perceptions
Reframe
Distinct city voices
Deliver
Driving-market targeting
Compound
Visitation grew
Value delivered
Traveler numbers grew exponentially for both cities.
- 0
Tourism boards, integrated
LA + Atlantic City Visitor Bureaus
- 0 voice per city
Authentic destination language
- 0%
Driving-distance focus
Where campaign spend converts
Communications Strategy, Web and Digital Solutions, Social Media and Influencer Plans for the Los Angeles Visitor and Atlantic City Visitor and Convention Bureaus.
Approach
Depolarize perceptions
Sensitive positioning to grow confidence for both cities
Author city voices
Distinct 'Choose L.A.' and 'Choose Atlantic City' languages
Target driving markets
Digital, social, and influencer spend on the highest-yield audiences
Grow visitation
Boards' traveler numbers rose exponentially with longer stays
By the numbers
- 0
Tourism boards, integrated
LA + Atlantic City Visitor Bureaus
- 0 voice per city
Authentic destination language
- 0%
Driving-distance focus
Where campaign spend converts
And beyond the numbers
Raise the confidence level for business and family travelers to L.A.
Travelers were organically cultivated to be influencers.
We built on the L.A. personality of adventure and “living in the moment.”
We exponentially increased travelers’ numbers to both cities.
In pictures
