Telling someone to ‘Get Lost’ doesn’t have to be offensive, on the contrary it’s exactly what millennials want to do when they go travelling and Los Angeles tourism leaders know this.
That’s why the Los Angeles Tourism & Convention Board is taking the ‘Get Lost’ message to Aussie millennials in the group’s first Australia-wide advertising campaign.
It’s actually called ‘Get Lost in L.A.’, and it harnesses on the younger traveller’s love of discovering, feeling like a local and of course, the City of Angels.
The message of telling them to go out and experience Los Angeles’ culinary, culture, fashion and creative spheres was co-created with award-winning Los Angeles agency PRETTYBIRD and will see the Australian be the first market outside of North America to see it.
At the core of the buy is PRETTYBIRD’s spot, bringing 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.
Award-winning filmmaker Jason Zada conceptualised and directed the video, in a bid to highlight the endless things one can do in the city.
Locations included within the adventurous day include a high-flying spectacle at a Mexican wrestling arena, dinner at one of L.A.’s hottest restaurants, the new Broad museum, taking an adventurous trip on L.A.’s Metro, boutique shopping on Melrose and a stunning Venice sunset, all set to L.A.-resident BØRNS’ track “Electric Love.”
L.A. Tourism’s Chief Marketing Officer, Don Skeoch, said as the second largest overseas market for Los Angeles, it’s important to understand Aussie travellers and roll out initiatives, such as the ‘Get Lost in L.A.’ campaign to support trade efforts.
“Following a series of focus groups in Australia, we learned that millennials in particular embody an ‘anything is possible’ sentiment about Los Angeles.”
Don Skeoch, L.A. Tourism Chief Marketing Officer
“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.”
The campaign has been timed to coincide with Australia’s peak booking and travel periods. The ‘Get Lost’ campaign will span; out-of-home billboards and bus shelters, long form video, digital advertising and social media buys, as well collaborative marketing ventures with media and trade partners.
Craig Gibbons, Regional Director Australia & New Zealand for L.A. Tourism commented, saying the local marketing aim is to build beyond the iconic L.A. experiences and inspire millennials to “broaden their horizons and discover other dimensions to the epic city”.
“As a ‘city of cities’ with 88 unique neighbourhoods ready to be explored, an incredible dining scene that reflects the multi-cultural tapestry of the 140 nationalities that call the city home, endless outdoor activities and more galleries than any other U.S. city – Aussies will be surprised by what they discover,” he said.
Click here to learn more about the ‘Getting Lost in L.A.’ campaign, and join the conversation on Facebook, Twitter, Instagram and Pinterest using the hashtag #LostInLA.
