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Special Project

Special Project
From the 11th Annual Shorty Awards

Discover Los Angeles

Entered in Instagram Presence


To promote Los Angeles as the premier destination for leisure travel by creating engaging social media content that resonates with our target markets domestically and around the world.

Strategy and Execution

We share unique L.A. experiences with our followers on social media every week via video content and Instagram Stories to encourage visitation.

We curate our content specifically to reach our different target markets, both domestically and internationally. From collaborations with influencers/celebrities such as Daniel Henney (Korea) to covering the Super Sports Equinox with Lance Bass and Sports Illustrated (domestic market), we also highlight a different Los Angeles hotel every week for Travel Tuesday (all markets), proving that L.A. has something for everyone.

We also highlight often overlooked areas of Los Angeles, such as San Pedro, in creative ways. We collaborated with students at the University of Southern California to create VR videos showcasing the San Pedro waterfront and attracting tourism to the area.


We grew our Instagram account from 400k followers to 800k followers in less than two years. The Los Angeles Tourism & Convention Board is now the city with the most Instagram followers in the U.S., surpassing cities such as New York and Las Vegas. There are now over 1M posts with the #discoverLA hashtag.


Video for Discover Los Angeles

Entrant Company / Organization Name

Los Angeles Tourism & Convention Board


Entry Credits