Role: Creative Director, Copy

Services: Campaign Concept(s), Copywriting, Copy Direction, Art Direction Partnership

Client: HEILBrice, LA Tourism & Convention Board

Los Angeles Tourism is the city’s largest industry. It supports over 200,000 jobs and provides billions of dollars in economic impact.

The Los Angeles Tourism and Convention Board challenged my team at HEILBrice to create a campaign that increased awareness of Los Angeles’ meeting and convention possibilities, expanding on the team’s "MEET L.A." concept. In fact, check out this 2017 LA Times article. 

"The Los Angeles Convention Center reported an operating surplus of $10.2 million, a 5% increase from the previous year’s surplus of $9.7 million." -LA Times

The campaign concept grew from the strategic insight I’d discovered that LA is a city of unique adjacency, a place where event groups can have massive beach bonfires and board meetings all in the same day. Leaning into that concept, I wrote and developed the campaign to highlight LA as work and play, conferences amidst creativity.

Through digital, traditional and experiential activations, MEET L.A. has become one of the most recognized campaigns in the Travel Trade Industry.