Coming off the heels of Trump’s travel ban, last month Discover Los Angeles created a short film produced by Bastard. On May 6, 2017 Mistress and Discover Los Angeles teamed up once again to create the second installment of the ‘Everyone Is Welcome’ campaign.
To ensure the world knew Los Angeles was the welcoming place it’s always been, Mistress with the help of hundreds of Angelenos, created a human powered billboard visible to incoming planes touching down at LAX.
The signs were created by the volunteers each holding up a placard 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, using real-time flight tracking information and many months of preparation.
The activation earned 54 news stories in just a short 48 hours after the event garnering 673K impressions with an earned ad value of over $1MM. Mistress also created a branded content piece that captured the live activation and the emotional stories behind the people that volunteered. The film will be pushed out this week and supported with a digital media buy in the social space.
Watch the film below: