As a Creative Consultant for Los Angeles Tourism and Convention Board, the ultimate voice in tourism for the city of Los Angeles also known as Discover LA, I worked primarily on their digital, creative, and influencer marketing projects. I got to organize marketing strategy for a variety of events, design their influencer marketing strategy in a few countries, manage some large partnerships and sponsors, and collaborate on several creative projects (like dineL.A. Restaurant Week!). I created content published to their over 550,000+ digital audience and helped give their online presence a fresh coat of paint in a variety of fields (including redesigning their Snapchat strategy and helping triple their audience on the platform). This is a closer look on a few main projects I worked on in the City of Angels!
Partnering with Capitol Records, I created this "Snapchat music video" on the Discover LA's Snapchat account (@discoverLAsnaps).
While this is one of the many Snapchat stories I created for Discover LA, it's a personal favorite because I got to be on the Capitol Records rooftop (and it's full of pretty Californians and Katy Perry music)! Please excuse my hair and the wind =]
I created the largest influencer database currently in use and changed the way Discover LA manages all of its influencer marketing.
The complex database I created holds several hundred digital influencers from around the world, categorizing them in specific ways to change the influencer marketing landscape. The database can sort influencers by their location, the country they have the biggest influence in, what industries they're involved in, their following, what their market is, notably groups they are a part of (i.e. LGBT influencers, mommy-bloggers, etc.), and many more. With this, a company can enter all the criteria it's looking for in an influencer (depending on the project naturally) and the database will show you the most accurate influencers that will aid your campaign and what/where their reach is online.
I helped coordinate marketing efforts for projects/events with Discover LA's major partners (i.e. The NFL, The GRAMMYs, Breeders' Cup, major hotels/restaurants/museums/etc.).
As an example, this is an invitation I designed inviting a select group of UK influencers to an NFL UK game in London. My team and I selected and invited the perfect group of influencers to this event and worked with them to design an incredible marketing campaign for the event. The images scrolling along the bottom are a few Instagram screenshots from the influencers at the game (who generated 33 million impressions).
I designed a suite of marketing materials for the tourism board revolving around different events and projects.
This is one example - an influencer overview proposal for Discover LA's event with Breeders' Cup. I also worked on events with the NFL, The GRAMMYs, dineL.A. Restaurant Week, Capitol Records, and a variety of smaller events with different museums/hotels/influencers/restaurants/venues around Los Angeles.