Song and dance and L.A.'s Griffith Observatory are both key to the Oscar-tipped movie "LaLa Land." But they're also central to a new global promotional campaign from Discover Los Angeles, which kicks off this Sunday in the U.S. -- presumably hoping people will fall in love with the city on the back of the hit film.
The first spot, seen here, was helmed by top director Floria Sigismondi and created by L.A. agency Mistress. It features a couple at the Observatory, taking in the breathtaking Los Angeles skyline and then watching a performance by actors and a dance troupe from the University of Southern California's Glorya Kaufman School of Dance performing against the backdrop.
The spot will roll out on Super Bowl day during pre-game and kick-off slots on local Fox affiliates, as well as during the Grammy Awards on Feb. 12 and Academy Awards on Feb.26. A different 30-second spot launches on Feb. 20. and a third spot in March. The campaign later rolls out in Mexico, the U.K., China, Australia and Canada.
The campaign also includes a four-week complete station takeover of the 14th Street/Union Square subway station in New York City beginning Feb. 20. This includes a consumer contest where commuters are invited to snap a picture of themselves against a Floria Sigismondi-created image of a pool scene, and post on Instagram using #discoverLA for a chance to win a trip for two to Los Angeles.