Millennials invited to “Get Lost in L.A.”


LOS ANGELES, CA – Today, Discover Los Angeles, the city’s official marketing organization, launched its new domestic advertising campaign specifically aimed at the ever-important millennial market.

The new campaign, “Get Lost in L.A.,” was developed with award-winning Los Angeles shop PRETTYBIRD – Creativity’s 2015 Production Company of the Year – in collaboration with creative boutique REMO+OOB. “Get Lost in L.A.” capitalizes on the epic moments Los Angeles is having in the culinary, culture, fashion and creative spheres while harnessing millennials’ love for the destination and wanderlust.

“Following a series of focus groups in our key U.S. markets, we learned that millennials in particular embody an ‘anything is possible’ sentiment about Los Angeles,” stated Don Skeoch, chief marketing officer for Discover Los Angeles. “These unscripted moments make one’s L.A. trip unexpectedly amazing and we’re encouraging visitors to ‘get lost’ in these only-in-L.A. experiences.”

Discover Los Angeles is rolling out its eight week long flight of advertising with short-haul and long-haul strategies. The timing was selected to drive shoulder season business and includes a combination of television and high-impact, out of home advertising in New York City, Chicago and Washington D.C.; long-form video, interactive and extensive digital and social media efforts will run in these markets and also in San Francisco, San Diego, Sacramento and Fresno.


PRETTYBIRD’s award-winning filmmaker Jason Zada conceptualized and directed the television spot, which brings to life these beautiful fun-filled moments in the form of a cinematic snapshot of a millennial couple’s serendipitous 24 hours in Los Angeles. Highlighting the endless things one can do in the city, the visuals range from an adventurous day at the new Broad museum to a high-flying spectacle at a Mexican wrestling arena, dinner at one of L.A.’s hottest restaurants and a stunning Venice sunset, all set to L.A.-resident BØRNS’ track “Electric Love.”

New for the destination, Discover Los Angeles has embedded a Shazam element within the creative, which invites viewers to use the app for a chance to win an all-inclusive trip for four to Los Angeles at the end of April, where they’ll see the same sights featured in the commercial and attend a private concert.

To further engage millennials, two top lifestyle Instagram influencers, Sonya Esman (@classisinternal, 1.4 million followers on Instagram) and Devin Brugman (@devinbrugman, 1.2 million followers on Instagram), have cameos in the spot, as does notable chef and native Angeleno, Roy Choi of Kogi truck fame.

Out of Home

Straying from the tried-and-true style of destination branding, which often features scenic imagery and a single headline, the new creative developed by REMO+OOB adopts a near stream-of-consciousness style storytelling approach. A block of copy paints a picture of the sights, sounds, smells and tastes Los Angeles presents with the idea that readers “get lost in L.A.” as they engage with the serendipitous series of interesting adventures. The boards are also Shazam-able, which is the first time a tourism entity has used this application in print.


The digital, also developed by REMO+OOB, takes a page from the out of home, using a similar copy style but adding a “speed-reading” technique that allows the consumer to easily read more words per second that ultimately gets them “lost” in the storytelling.

Spearheaded by PRETTYBIRD in collaboration with Interlude and Drastic x Co., the destination has also launched a fully interactive video, which allows viewers to dive even deeper into the film online where they can access additional content and further explore the 24-hour itinerary, learning more about each of the featured L.A. experiences.