Discover Los Angeles

Everyone’s welcome

Our global campaign for Los Angeles was in full swing when the world seemed to take a turn. President Trump's immigration ban cast a shadow, making America feel less welcoming than ever.

To tackle that misperception head-on, we decided to leverage the city's biggest asset, its people. Armed with one powerful weapon, kindness. Hundreds of Angelenos stepped up, transforming into a giant, real-time billboard at the height of the political debate.

The billboard was emblazoned Welcome, a simple yet powerful statement of what Los Angeles truly stands for, visible to incoming international flights touching down at LAX and translated and timed for each flight's country of origin.

A large group of people gather outdoors to create a block-letter sign on a grassy field, with a crane lifting part of the setup. Pink and orange paper pieces are scattered around.

Our live campaign, united by the hashtag #EveryoneIsWelcome, sparked a global wave of optimism. What began as a message of inclusion became a cultural moment trending on Twitter and inspiring Angelenos to share their own stories of belonging.

People holding large pink umbrellas at an outdoor event, smiling and wearing headphones for Discover L.A. stunt #everyoneiswelcome.
A large group of people forming a human tunnel with pink and purple papers falling around them on green grass for Discover L.A. stunt #everyoneiswelcome.
People gather around a table signing or writing on colorful paper outdoors for Discover L.A. stunt #everyoneiswelcome.
A man with dark hair, beard, sunglasses, and headphones at an outdoor event with other people in the background for Discover L.A. stunt #everyoneiswelcome.
A diverse group of people outdoors, smiling and raising their hands in a gesture of celebration or support, with some wearing headphones or sunglasses for Discover L.A. stunt #everyoneiswelcome.
People at an outdoor event, with some sitting at a table with items like water bottles and papers, and one woman leaning over the table, appearing to sign a shirt or clothing item for Discover L.A. stunt #everyoneiswelcome.
A diverse group of people of different ages and backgrounds standing behind a red barrier at an outdoor event, waving and smiling.
People standing behind large orange shields, practicing active shooter drill on a sports field with overcast sky, cameras overhead, and debris on the ground for Discover L.A. stunt #everyoneiswelcome.

The activation generated hundreds of news stories across more than a dozen countries and went on to win the People’s Choice Webby and the Shorty for Social Good Grand Prix, but more importantly, it reminded the world that in Los Angeles, everyone is welcome.