Discover Los Angeles launches #EveryoneIsWelcome campaign
Diversity and inclusivity have always been cornerstones of Los Angeles culture – people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population – and this community has consistently rolled out the red carpet for visitors from across the globe. There has never been a more critical time to reinforce these points than now.
Discover Los Angeles has launched #everyoneiswelcome, a multi-million dollar integrated marketing campaign, to underscore these values. The campaign launched with an inspiring video, the first film piece created by the in-house creative team, and will culminate with a surprise activation in early May.
The video features L.A.’s creative community coming together in a message of hope, wonder and a willingness to accept everyone with open arms. What makes the spot so powerful is the people in it: the film features Angelenos who are genuinely passionate about this message, including:
– Layla Shaikley, founder of the #mipsterz movement, flew back to L.A. to participate in the spot because she believed strongly in the message
– Silver Lake local Father John Misty’s song, “Real Love Baby,” serves as the spot’s soundtrack
– Half of the featured people aren’t actors – they were included in the spot after seeing filming on the street and expressing interest in being a part of it
– Six pieces of street art, all from local artists including popular artist Shepard Fairey
Last year, Los Angeles welcomed 47.3 million visitors in a sixth consecutive year of record-breaking tourism, with 708,000 hailing from Canada.