Discover Los Angeles Launches New Domestic Advertising Campaign and Invites Millennials to “Get Lost” in Los Angeles Sunsets, Art and Other Moments

Los Angeles
, the city’s official marketing organization, launched
its new domestic advertising campaign specifically aimed at the
ever-important millennial market.

The new campaign, “Get Lost in L.A.,” was developed with award-winning
Los Angeles shop PRETTYBIRD
– Creativity’s 2015 Production Company of the Year – in collaboration
with creative boutique REMO+OOB. “Get Lost in L.A.” capitalizes on the
epic moments Los Angeles is having in the culinary, culture, fashion and
creative spheres while harnessing millennials’ love for the destination
and wanderlust.

“Following a series of focus groups in our key U.S. markets, we learned
that millennials in particular embody an ‘anything is possible’
sentiment about Los Angeles,” stated Don Skeoch, chief marketing officer
for Discover Los Angeles. “These unscripted moments make one’s L.A. trip
unexpectedly amazing and we’re encouraging visitors to ‘get lost’ in
these only-in-L.A. experiences.”

Discover Los Angeles is rolling out its eight week long flight of
advertising with short-haul and long-haul strategies. The timing was
selected to drive shoulder season business and includes a combination of
television and high-impact, out of home advertising in New York City,
Chicago and Washington D.C.; long-form video, interactive and extensive
digital and social media efforts will run in these markets and also in
San Francisco, San Diego, Sacramento and Fresno.


PRETTYBIRD’s award-winning filmmaker Jason Zada conceptualized and
directed the television
, which brings to life these beautiful fun-filled moments in the
form of a cinematic snapshot of a millennial couple’s serendipitous 24
hours in Los Angeles. Highlighting the endless things one can do in the
city, the visuals range from an adventurous day at the new Broad museum
to a high-flying spectacle at a Mexican wrestling arena, dinner at one
of L.A.’s hottest restaurants and a stunning Venice sunset, all set to
L.A.-resident BØRNS
track “Electric Love.”

New for the destination, Discover Los Angeles has embedded a Shazam
element within the creative, which invites viewers to use the app for a
chance to win an all-inclusive trip for four to Los Angeles at the end
of April, where they’ll see the same sights featured in the commercial
and attend a private concert.

To further engage millennials, two top lifestyle Instagram influencers,
Sonya Esman (@classisinternal, 1.4 million followers on Instagram) and
Devin Brugman (@devinbrugman, 1.2 million followers on Instagram), have
cameos in the spot, as does notable chef and native Angeleno, Roy Choi
of Kogi truck fame.

Out of Home

Straying from the tried-and-true style of destination branding, which
often features scenic imagery and a single headline, the new creative
developed by REMO+OOB adopts a near stream-of-consciousness style
storytelling approach. A block of copy paints a picture of the sights,
sounds, smells and tastes Los Angeles presents with the idea that
readers “get lost in L.A.” as they engage with the serendipitous series
of interesting adventures. The boards are also Shazam-able, which is the
first time a tourism entity has used this application in print.


The digital, also developed by REMO+OOB, takes a page from the out of
home, using a similar copy style but adding a “speed-reading” technique
that allows the consumer to easily read more words per second that
ultimately gets them “lost” in the storytelling.

Spearheaded by PRETTYBIRD in collaboration with Interlude and Drastic x
Co., the destination has also launched a fully interactive video, which
allows viewers to dive even deeper into the film online where they can
access additional content and further explore the 24-hour itinerary,
learning more about each of the featured L.A. experiences.

Additional Activation

Discover Los Angeles will also be hosting a thematic media experience in
its key market of New York City during launch week and gave away trips
to viewers of NBC’s TODAY Show for their own Lost in L.A. experience.

To learn more about getting “Lost in L.A.,” visit
and join the conversation on Facebook, Twitter, Instagram and Pinterest
using the hashtag #LostInLA.

About Discover Los Angeles

Discover Los Angeles is a private, non-profit business association whose
primary mission is to market and promote Los Angeles as the premier site
for leisure travel, meetings and conventions as the City’s official
tourism marketing organization. For more information, visit the official
visitor information website of Los Angeles at,
join the more than one million people who follow L.A. Tourism’s Facebook
page at,
or follow @discoverLA on Twitter, Instagram and Pinterest.


Discover Los Angeles
Jamie Foley
Vice President, Global