Colorfully patterned paper airplanes, representing travelers from cultures around the world, make their way to the shores and streets of Los Angeles. The warm faces of the locals, embracing diversity and inclusivity within and without, make it clear that #EveryoneIsWelcome here.

In order to gain optimal exposure and encourage shareability, the campaign video was launched with a boosted Facebook post in key countries. This also allowed us to seed the content organically and increase our "view" count on the video to nearly 2 million views in the first 48 hours. Throughout the launch we tracked impressions so we can adjust consumer reach by market and ensure our 3X effective reach goal by country.

Getting this campaign to market immediately and before the Los Angeles peak "travel season" was critical for success. The media strategy included a heavy push for 6 weeks exclusively on digital social channels, including paid and owned Facebook and Instagram ads. It was also pushed out via a key influencer effort and a heavy publicity communication effort.

In the first week of the campaign, the response rate was tremendous. The campaign generated over 10 million views on Facebook and was published in over 40 articles, including Adweek, USA Today, Billboard Magazine, Post Media, etc.

Cumulative reach in just the first week was nearly 300 million including earned Media generating 253 million impressions and support by key influencers who embraced the campaign and re-shared it to their followers. This included influencers like Mexican actor Eugenio Derbez (14.4 million social followers); famed artist Shephard Fairey (1.2 million); Billboard Music (4.6 million), Los Angeles Dodgers (3.3 million) and several more.

In order to measure increased visitation to Los Angeles and ensure we have positively influenced the perception issues as it relates to the travel ban, we will be conducting a 2nd wave of research post campaign. The research results will be ready by July 2017.