#Everyoneiswelcome: Los Angeles Tourism promotes itself as an inclusive destination that welcomes diverisity

Los Angeles is aiming to position itself as a city that celebrates diversity and inclusivity in a new ad for Discover Los Angeles where ‘Everyone is welcome’.

Created in-house and produced by Australian owned creative agency Mistress, the multi-million dollar campaign aims to show how diversity is a key part of LA culture.

The ad celebrates diversity and inclusion with clips of LA locals going about their day-to-day activities, meeting up with friends and enjoying the LA scenery.

Among those included are Layla Shaikely, creator of the #mipsterz (Muslim hipsters), street art by Shepard Fairey, who created the Obama ‘Change’ poster, and Madonna’s choreographer Megan Lawson and her dance partner, Jo’Artis Ratti.

Other people featured were taken off Los Angele streets during filming.

The paper planes aim to showcase emblem patterns of countries ‘flying’ into the city.

Ernest Wooden Junior, president and CEO of Discover Los Angeles said there had never been “a more crucial time” to reinforce Los Angele’s diversity and inclusivity.

“As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign.”

The campaign will be rolled out digitally from today and will also feature a surprise activation in May.


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