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Discover Los Angeles is attempting to attract more Millennial travelers by promoting local neighborhoods and their specific hidden attractions organized by different travel themes.
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The Discover Los Angeles tourism bureau's new "Get Lost in L.A." marketing campaign launched last month, specifically targeting the Millennial traveler.
The bureau is going after younger travelers by promoting local neighborhood experiences beyond the iconic L.A. attractions, beginning with a new interactive YouTube video and a series of local travel itineraries customized by specific travel themes.
The interactive Let's Get Lost video is actually a series of separate videos combined into one that shows a couple traveling in Los Angeles from the time they wake up to go surfing in Venice Beach until a late night bite at a food truck on Hollywood Boulevard. Viewers can skip through the video to different times of the day by clicking on a revolving clock at the bottom of the screen.
For further information, viewers can then click on the bookmark at the top left of the screen for this PDF providing links to the local hotels, restaurants, bars, shops, and attractions featured in the video.
The Get Lost in L.A. content avoids the glamorized Hollywood version of Los Angeles. The video and supplementary imagery has a breezy rhythm with a lot of natural street photography versus SoCal kitsch postcard stock. Mostly, the overall delivery doesn’t feel contrived, which plagues many other Gen Y-directed campaigns.
To support the video, Discover Los Angeles also developed a series of 18 travel itineraries for different lengths of time, designed for a range of travel psychographics in all of the different L.A. neighborhoods.
The one-, two- and three-day sample travel schedules are organized into six different travel themes, including: Food, Culture, Romance, Luxury, Budget, and F
