Discover Los Angeles

The Point PR was chosen as the agency of record for Los Angeles Tourism & Convention Bureau in January 2021 in anticipation of the city reopening for tourism. Our challenge was two-fold: generate interest and wanderlust for L.A. for when visitors would feel safe traveling again; and then drive media coverage as the state re-opened to leisure travel and L.A Tourism launched  its #startyourcomeback campaign to welcome visitors.

We laid the groundwork to bring positive visibility to the city by tapping into cultural moments and seasonal trends. We first capitalized on a livestream with artist Bob Moses from the top of Griffith Observatory to convey a strong visual for consumers and the media to show that L.A. was ready to welcome them. We then utilized  spring break to promote  #startyourcomeback travel deals from participating L.A. hotels and restaurants and encourage leisure travel. In the second phase of the campaign, we orchestrated top tier media visits and experiences to drive coverage.

In ten months, the campaign generated over 462 million impressions across digital, print and broadcast outlets. Success was also measured by securing direct links to the #startyourcomeback offers, which 90% of our media coverage included. Press highlights include Hemispheres, Afar, Travel + Leisure, New York Times, Live with Kelly & Ryan, Billboard, Departures, Thrillist, Tastemade and more.