Downtown Los Angeles Turns to Saltwater Software
Downtown LA has a lot of amazing things — but it also had an image problem. Visitors to Los Angeles weren't considering Downtown LA in their travel plans, and Los Angeles-area residents were largely unaware of the sweeping renaissance which had revitalized the destination for businesses, residents, and tourists alike.
So we reinvented the brand, encouraging website visitors to rediscover the heart of Los Angeles as a tourist in their own town. We told the story of a hip, urban playground where culture and creativity meet. We made the design flexible, energetic, and visually interesting. We made it easy to navigate and even easier to search for great content like featured events, new businesses, special offers, and incredibly popular happy hours.
Then, we promoted the site to local businesses and national media via print, online, radio, and event advertising. We kept the story alive with seasonal campaigns that highlighted the variety of activities for friends, families, couples, and more. And we drove real results to local businesses through regular email newsletters, social media outreach, and on-location distribution teams. Plus, we measured it all with performance analytics that focused on optimizing future campaigns for larger growth.
In the first year alone, traffic to DowntownLA.com increased five-fold and email subscribers increased six-fold. Following dramatic ongoing growth in the following years, the Downtown Center Business Improvement District even began to use "DowntownLA.com" as its primary brand. Let your urban vitality shine, LA!