case study
los angeles tourism
"the american
airport experience"
problem

How do you improve visitors’ perception of your destination?

The Los Angeles Tourism & Convention Board needed to find a new way to engage business & leisure travelers to boost social advocacy, especially within the growing APAC (Asia Pacific) market.

The challenge was finding a fresh angle to present one of the most well-known cities in the world.

insight

CDA identified a missed opportunity: the first and final impression made by the City of Los Angeles happened inside the airport. This “Airport Experience” was frequently captured and shared on social media by overseas visitors, especially in the target APAC market.

what we did

  • solution

    CDA helped the city put “more ‘LA’ in ‘LAX'” by launching “The American Airport Experience,” a new program emphasizing the moment a visitor first sets foot in the airport. CDA worked closely with Los Angeles International Airport (LAX) and the City of Los Angeles’ Department of Cultural Affairs to produce a high-quality, exciting photo and video series that celebrated these moments across a range of media touchpoints.

    In addition, CDA worked with LA Tourism to promote LAX’s “New Jet Age” modernization program, including multichannel video content to announce new state-of-the-art facilities like the West Gates at Tom Bradley International Terminal, featuring celebrities like Danny Trejo, Allison Janney, Issa Rae, and Mayor Garcetti.

  • audience-first targeting

    • Travelers
    • Travel industry PR & communications executives

  • our roles

    • Campaign strategy and coordination
    • Turnkey video production
    • Graphic design
    • Digital content
    • Social content
5th
year of contract
CDA has proven to be very flexible, able to deliver a high quality end result on a
quick turnaround, with tight deadlines.
John Boudouvas
VP Marketing, Los Angeles Tourism & Convention Board
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