There were few things as exciting as the punting during this year’s Super Bowl. Fortunately, one of those things was our most recent collaboration with Discover Los Angeles and Danny Trejo…

Los Angeles Tourism announced its foray into the Atlanta market this Super Bowl weekend following its activation with actor and restaurateur Danny Trejo. Trejo and LA Tourism handed out Trejo’s Tacos across the city, with fresh ingredients shipped from LA on dry ice, in support of the Rams first NFL championship since returning to Los Angeles.

Drumming up love for Los Angeles, the tourism board teamed up with agency The Many’s in-house production team to produce and execute the Trejo’s Taco Truck activation. Throughout Super Bowl weekend, Los Angeles Tourism brought the famous Los Angeles restaurant to Atlanta residents and visitors from around the world. With stops including the Rams rally, No Mas! Cantina, and the Elbow Room, the Buckhead bar that was converted to a Rams bar for the Super Bowl. Trejo fed Rams friends and family and media, while touting Los Angeles’ diversity, near-perfect weather, vast entertainment scene and prominent sports teams.

“Atlanta is a new long-haul market for us, and with our latest brand campaign set to launch on February 10 during the Grammy’s, we knew we had to take advantage of this unique opportunity to speak to Atlantans,” said John Boudouvas, Vice President, Brand Marketing for the Los Angeles Tourism & Convention Board. “Danny Trejo is a beloved Angeleno icon who has found success crafting L.A.’s official food item – the taco. Throw in his Rams fanaticism, and we had a perfect ambassador.”

The activation included a video of Trejo in front of the Ram’s new stadium under construction in Inglewood, CA. In the film, Trejo announced his trip to Atlanta and invited people to “Come Feel The Love,” a nod to Los Angeles Tourism’s soon-to-be-revealed new tagline for its upcoming annual brand campaign that was designed in-house by the tourism board. Influencers such as Rashad Jennings, Donovan Carter, YouTube star Forever Tonya and DWTS contestant Sharna Burgess were also engaged to help further the message, and comedian Dave Koechner and former NFL player Marshall Faulk were involved to generate additional content.

“It’s always a blast to collaborate with Los Angeles Tourism because they are a leader in their space who is always pushing boundaries to create innovative and engaging activations and experiences that showcase just how great our city is,” said Dave Horowitz, The Many’s Director of Production. “They jumped at the opportunity to go to Atlanta, which means we also had to tap into our ability to turn the project around quickly, and it was an honor to bring a taste of LA to the Super Bowl.”

The long-term collaboration between Los Angeles Tourism and The Many made headlines in January 2018 through a live activation in support of the organization’s “Everyone Is Welcome” campaign, L.A. Tourism’s response to a possible visitation impact due to the perceived anti-welcome sentiment. The stunt, which was produced by The Many in partnership with M ssng P eces, gathered hundreds of Angeleno volunteers to create a human-powered billboard visible to incoming international flights touching down at Los Angeles International Airport that spelled out “welcome” in Mandarin, Arabic, Spanish and English. The giant welcome signs were coordinated using real-time flight tracking data and months of preparation. The activation’s film has received over 27 million views to date on YouTube alone.

Read the write-up in Adweek.

(Photos courtesy of The Many, Discover LA, and CGS Premier.)

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