Tapping into its reputation as “The Creative City,” Creators of West Hollywood is an innovative destination marketing campaign that invites the world to re-discover the city’s unmistakable vibe with six innovative leaders in dining, nightlife, design, fitness, and shopping who live, work, or have been inspired by West Hollywood.
We searched for and sourced these real-life creators: (1) Chef and Partner/Owner Raphael Francois (Tesse and Fanny’s), (2) DJ and poet Mia Moretti, (3) Founder and Owner Mary Ta (Minotti Los Angeles and MASS Beverly), (4) General Manager Tommy Black (The Viper Room), (5) Founder and Owner Kirk Myers (DOGPOUND WeHo), and (6) Interior Designer and Co-Founder Adair Curtis (JSN Studio).
The content series consists of individual short films, each one telling the unique stories of each personality and why West Hollywood is so important to them.
The content was shared on paid/owned/earned print, broadcast, and digital media (i.e. online, social media, and podcast).
The goals of Creators of West Hollywood are to raise destination awareness and drive economic impact as the city recovers from the devastating effects of the global pandemic.
West Hollywood Travel + Tourism Board (WHTTB) executed a comprehensive integrated marketing strategy to maximize reach amongst prospective travelers.
The content appeared on WHTTB-owned channels, including a dedicated landing page, on social media channels, and in eBlasts.
WHTTB also strategically partnered with (1) Cosmopolitan/Hearst, (2) Google, (3) Expedia, (4) Facebook, (5) Instagram, (6) Sojern, (7) TripAdvisor, (8) YouTube, (9) Visit California/DotDash Meredith, (10) Los Angeles Magazine/Hour Media Group, and (11) local broadcast television in top DMA markets.
To date, the campaign has generated 17.5M+ impressions and $253K+ in economic impact (i.e. accommodations, attractions, food & beverage, retail, and transportation) with both still growing*. *NOTE: Partial reporting provided as content placements are still in progress
Considering the pandemic’s dismal effect on travel, WHTTB strategically leveraged budget and media partnerships to garner significant reach, brand exposure, and economic impact.
Since the campaign is still in progress, it is projected that Creators of West Hollywood will continue to deliver return on investment ($250K media investment + $300K creative costs= $550K total investment) in terms of number of impressions served and economic impact.