L.A. agency Mistress launched a campaign for Discover Los Angeles back in February and last month the tourism group rolled out an “#EveryoneIsWelcome” effort in collaboration with Mistress’ production arm, Bastard.
Now, agency has unveiled a new spot which celebrates the city’s diversity and inclusivity, documenting Discover Los Angeles’ May 6 “#EveryoneIsWelcome” event which saw the group welcoming visitors to LAX. Volunteers welcomed LAX visitors from around the world with signs spelling out “Welcome” in four different languages: Spanish, Chinese, English and Arabic. In Mistress’ spot documenting the event we meet some of the diversw participants who attended the event, adding meaning and context to the welcoming celebration.
It’s all part of an effort to combat declining tourism amidst perceptions of rising xenophobia and isolationism in America. The message is clear: despite what other groups in the country may think, Los Angeles and its residents are proud to be a melting pot of different cultures and extend a warm invitation to all who want to visit the city.
LAX is a fitting place to deliver the message, as the arrival point for visitors from around the world to the distinctly international city and given the airport’s role as a sight where protestors gathered in opposition to the president’s travel ban, before it was rejected by the United States Court of Appeals for the Ninth Circuit.
Client, Discover Los Angeles
Vice President, Marketing: John Boudouvas
Vice President, Global Communications: Jamie Foley
Group Creative Director: Jeremy Bacharach
Vice President, Digital Marketing: Bill Karz
Production Partner: m ss ng p eces
Director: Josh Nussbaum
Experience Director: Yehuda Duenyas
Executive Producer: Edward Grann
Producer: Matthew Ayriss
Creative Agency: Mistress
Partner, Creative: Damien Eley
Creative: Rachel Guest
Creative: Celine Faledam
Sr. Brand Manager: Maggie Cadigan
Director of Production: Dave Horowitz
Edit: Bastard Productions, Rob Henry
Music: “Love Like You,” & “Bloodshot Eyes,” by Soft Swells