#DiscoverLA: From Destination to Cultural Movement
Webby-Award Nominated Campaign
Role: Social Media Manager / Strategist
Client: Los Angeles Tourism & Convention Board
Recognition: Webby Award Nominee – Social: Culture & Lifestyle
Scope: Narrative Strategy, Community-Led Growth, Cross-Platform Architecture
Platforms: Instagram, Facebook, Twitter, YouTube, Weibo
Challenge
How do you redefine a city that everyone thinks they already know? Los Angeles had a branding problem: it was trapped in a loop of Hollywood clichés and sun-drenched beaches. To a new generation of travelers, the brand felt two-dimensional.
The Goal: To pivot away from the predictable. I was tasked with architecting a social presence that mirrored the city’s actual DNA: gritty, diverse, and unapologetically local. We needed to move L.A. from a "tourist stop" to a "lifestyle authority."
Redefined Los Angeles’ digital identity through community-powered storytelling and culture-driven content. This strategy earned a Webby Award nomination and transformed the city’s social presence into a global lifestyle brand, doubling our audience and cementing L.A. as a premier cultural capital.
Strategy: The City as the Main Character
I approached the social ecosystem as a digital-first editorial magazine, treating the city of Los Angeles as our protagonist.
The Culture-Forward Narrative: I shifted the lens toward under-the-radar neighborhoods, the underground culinary scene, and the street art movement. We stopped selling "vacations" and started selling "access."
Community as Co-Creators: I transformed the brand from a one-way "broadcaster" into a cultural "facilitator." By leveraging user-generated content and neighborhood takeovers, we turned the feed over to real Angelenos, building immediate trust and authenticity.
The Global-Local Bridge: I orchestrated a dual-layer influencer strategy, blending international stars for reach with hyper-local truth-tellers for credibility.
Execution: Narrative Excellence
at Scale
I led the social media creative direction and platform strategy for a multi-channel global presence, ensuring the brand’s "soul" remained consistent across every touchpoint.
Editorial Rhythm: I curated recurring content series like "LA Pride Spotlights” that balanced evergreen brand pillars with real-time cultural moments.
Narrative Stewardship: I oversaw all social copywriting and visual storytelling to ensure every asset aligned with an evolving brand voice: cool, inclusive, and culturally literate.
Cross-Functional Influence: I coordinated with the Digital and Editorial departments to ensure social was the primary driver for global tourism initiatives, not just an afterthought.
Moving past traditional tourism, this was a strategic storytelling play. We leveraged a dual-layer approach, blending international influence with hyper-local truth to redefine Los Angeles for a new generation, shifting the perception from a predictable tourist stop to a world-class cultural movement.
Campaign Highlights
Reimagining La La Land with Paperboyo
To capitalize on the global buzz of the film, we partnered with creator Paperboyo to reimagine L.A.’s locations through his signature cutout photography. It was a whimsical, "internet-native" way to blend cinematic history with modern digital creativity.
Pet-Friendly LA with Emily Wang
In partnership with content creator Emily Wang and her Instagram-famous pups, Kokoro and Chibi, we took followers on a tour of LA’s most pet-friendly spots — from boutique hotels to outdoor museums. The series not only celebrated LA’s love for animals but also drove engagement among pet owners and lifestyle travelers, spotlighting member properties in a playful, high-shareability format.
#LostInLA: Exploring LA’s Mural Scene with Tommy Lundberg
We invited our audience to get #LostInLA through the city’s vibrant street art. Working with photographer Tommy Lundberg, we created cinematic visuals that celebrated L.A.’s creative soul, encouraging exploration beyond the guidebook.
We partnered with underground rap icon Nocando to create an authentic video series spotlighting hip-hop landmarks. From the Slauson Swap Meet to Fairfax, we bypassed the tourist traps to showcase the city’s creative spirit through an insider’s lens.
Nocando’s Hip-Hop Guide to LA
Slauson Swap Meet
We explored the vibrant Slauson Swap Meet with Nocando, where hip-hop culture meets community hustle. From custom gear to local legends, this spot is a cornerstone for artists and fans shaping L.A.’s sound and style.
Amoeba Hollywood
Nocando took viewers inside Amoeba Hollywood, L.A.’s legendary record store and cultural hub, to dive into the city’s rich music history.
Fairfax Avenue
Nocando toured Fairfax Avenue, the epicenter of streetwear and sneaker culture. Known as the “Tigris and Euphrates of cool,” Fairfax is where fashion meets music, influencing trends nationwide.
Results
By treating the city as a movement rather than a destination, we achieved record-breaking growth and established a new industry standard for municipal branding.
🏆 Webby Award Nomination: Finalist for excellence in Culture & Lifestyle, competing against global media giants like VICE.
📈 100% Audience Growth: Scaled the Instagram footprint from 400K to 800K+ followers in under 24 months.
📷 1M+ Community Contributions: Established #DiscoverLA as one of the most-used city tourism hashtags in the world.
🌎 The Perception Shift: Successfully transitioned L.A.’s digital brand from "Hollywood Cliché" to "Global Cultural Capital."