The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 12th Annual Shorty Awards

Rollins Rules

Entered in Travel & Tourism, Instructional, Spokesperson


Taking stock of the many positive changes that are happening at LAX, we wanted to help travelers coming in and out of LAX in 2020, so we enlisted one of our favorite world travelers, Henry Rollins, to share his tips for a seamless airport experience.

Strategy and Execution

The full video launched on YouTube in January with bite-sized episodes 1-5 released on @discoverLA social platforms everyday for a week.


As a resident of the city and frequent guest at LAX, Henry Rollins was an ideal partner for this content to help make travel simpler and perhaps more entertaining for our visitors. To quote Episode 5, “I want to make the city more analog. Remind people that Los Angeles is a village, a community at heart despite its sprawl. We welcome everyone. And where do we touchdown? LAX. Your turn.”

Known for his punk rock roots and trademark intensity, as well as his career as a poet and commentator, Rollins could be considered an unexpected choice as a pitchman. Yet Rollins’ involvement has already garnered attention for the tourism marketing organization in unusual places.

Major music news outlets have reported on the series, exposing the campaign to an audience that otherwise might not have seen it. The #RollinsRules LAX series organically topped over 500k Instagram impressions. 


Video for Rollins Rules

Entrant Company / Organization Name

Los Angeles Tourism and Convention Board


Entry Credits