Los Angeles Tourism "Everyone is Welcome"

2018 Silver District 15 Addy (Internet Commercial)
2018 Silver Los Angeles Addy Award (Internet Commercial)

In 2017, the Trump administration imposed a travel ban that sent a message of intolerance and fear around the world. Los Angeles responded by sharing a more uplifting message of welcome — and the world took notice. The film generated 13 million views and 41.2 million total impressions on social media, and 762 million earned media impressions. Despite predictions of a downturn, L.A. had a record 7.1 million international visitors in 2017, and a record 48.3 million overall.

The success of this message helped inspire our transformation of the Los Angeles “brand” beyond negative stereotypes into a beacon of hope and optimism. Our new brand purpose: to open hearts and minds around the world, by celebrating diversity, inclusivity and creativity for all.

Everyone is Welcome - Year Two

Our follow-up anthem continued to showcase and celebrate the diverse, inclusive and welcoming faces and places that make Los Angeles such a beautiful, inspiring place to visit.