01/13/2020

Daily Buzz: Make a Marketing Splash by Collaborating with a Celebrity

It's costly, but it gains attention

The Los Angeles Tourism & Convention Board has recruited Henry Rollins to host a five-part video series about the city, Pitchfork reports. The first four premiered this week on Discover Los Angeles’ official YouTube page.

In the series, Rollins takes the viewer through LAX for a lesson in how to navigate, and even enjoy, Los Angeles’ largest international airport. Along the way, he offers such travel tips as taking advantage of automated check-in services and keeping tabs on your ID at all times.

Known for his punk rock roots and trademark intensity, as well as his career as a poet and commentator, Rollins could be considered an unexpected choice as a pitchman. Yet Rollins’ involvement has already garnered attention for the tourism marketing organization in unusual places.

In addition to Pitchfork, major music news outlets such as Rolling Stone and Stereogum have reported on the series, exposing the campaign to an audience that otherwise might not have seen it.

Please select this link to read the original article from Associations Now.