L.A. Welcomes Everyone
In A Real time Activation
Shortly after President Trump proposed his travel ban, America was beginning to seem like a most unwelcoming place. Discover Los Angeles wanted to tackle that misperception head-on with a powerful message of inclusion to assure the world that Los Angeles was the welcoming place it's always been.
To take aim at Trump’s immigration ban, we crafted a simple, yet direct message: "Everyone is Welcome." With the help of hundreds of Angelenos, we created a human-powered billboard visible to incoming international flights touching down at LAX.
Each volunteer held up a card, all of which came together to spell out "welcome" in four different languages – Mandarin, Arabic, Spanish and English. Each of the giant welcome signs was timed to incoming flights based on its origin. As flights changed in real-time, we utilized flight tracking data to react to these incoming flights and coordinated our welcome signs accordingly.
We took the idea of real time to the next level. We weren’t reacting just to the news of the day, we were reacting to culture and real-time flight patterns in order to define the “Everyone Is Welcome” initiative.
We filmed both the live activation and the emotional stories behind the people who volunteered. The resulting film was pushed out across social channels and was supported with a digital media buy in the social space.
The activation sparked a cultural movement united by the hashtag, #EveryoneIsWelcome. People even used the hashtag to tell their own stories and their sense of belonging in L.A. In fact, there was so much chatter that #EveryoneIsWelcome became a trending topic on Twitter the day of our live activation.
We received press coverage in eleven countries, and 54 news stories were written about the effort. In just 48 hours after the event, we garnered 673K media impressions worth an earned ad value of more than $1MM.
MOST IMPORTANTLY, ACROSS THE COUNTRY AND AROUND THE GLOBE, WE ACHIEVED OUR GOAL TO LET MILLIONS OF PEOPLE KNOW THAT IN LOS ANGELES, #EveryoneIsWelcome.