L.A. WELCOMES EVERYONE
in a Real life activation
Shortly after President Trump proposed his travel ban, America was beginning to seem like a most unwelcome place. We wanted to tackle that misperception head-on with a powerful message of inclusion to ensure 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 that came together to spell out "welcome" in four different languages – Mandarin, Arabic, Spanish and English. Each of the giant welcome signs were timed to incoming flights based on their 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 just reacting to news, 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 on Discover LA's 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 Los Angeles.
In fact, there was so much chatter that #EveryoneIsWelcome became a trending topic on Twitter the day of our live activation.
On Facebook, our film generated over 2.6 million views, was shared over 1.4k times, and had over 4k engagements. Our activation also reached 643.7k fans and 12.8k engagements on Instagram.
We received press coverage in eleven countries and 54 news stories.
In just 48 hours after the event, we garnered 673K media impressions worth
an earned ad value of over $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.