Planning L.A.’s Comeback
Amidst a global setback Discover Los Angeles enters the reopened market with a strong Comeback! This impactful branded messaging accompanies the DMO’s new and improved logo which “embraces the optimistic spirit of Angelenos, while inviting visitors to discover a destination that celebrates personal freedom under a sun of infinite possibilities.”
Digital Edge worked in partnership with Discover Los Angeles to create meetings marketing messaging (say that 3 times fast) that embodied elements of the leisure travel campaign, but still stood out amongst a B2B market. Synergy happens to be our middle name.
Our focus was to encourage future planning in Los Angeles while still informing meeting planners about destination reopenings, safety and health protocols, and regulations, to name a few. So evolved, “Plan Your Comeback in Los Angeles.”
Peep the Leisure Video Here
The primary focus was citywide business and the showcasing of downtown L.A.’s preeminent convention package. The campaign gave special features to L.A. LIVE, the expanding hotel portfolio, the future host venue of Super Bowl LVI (SoFi Stadium) and the progress and technology quickly evolving across the city.
When it came to L.A.’s leisure and group business market segments, while the two were (and are) different, there was single-mindedness – a united front – that existed throughout everything: the comeback … of Los Angeles, of travelers.
The unifying message between the two markets allowed our teams to create a seamless experience between the B2C and B2B audiences – and a natural overlap that can easily happen in a city so full of possibility.
Interested in working with a leading B2B-focused agency that understands and specializes in meetings marketing for the DMO world focused on group sales? Reach out!
VP of Marketing Strategy
Mae is the Vice President of Marketing Strategy at Digital Edge. She has more than 10 years in the Hospitality, Hotel and Tourism industry lending her expertise in SEO, SEM, Paid Media, Digital Marketing Strategies and Data and Analytics.