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City of El Segundo

Game On: How the little town of El Segundo stole its big-city neighbor’s World Cup spotlight.

Situation

Los Angeles needs no introduction. It’s exactly the kind of cultural and economic powerhouse you’d expect to host World Cup matches, a Super Bowl, and the Summer Olympics over three consecutive years. Meanwhile – a stone’s throw south of LAX International – El Segundo has a small-town vibe strong enough to earn the nickname “Mayberry By The Sea.”

In spite of this, El Segundo has long been a major economic player: Currently, the town is home to a U.S. Space Force base, dozens of legacy aerospace firms, the original facilities of SpaceX, and a booming hard-tech, bioscience and digital media startup scene. It also happens to be home to Riester’s West Coast office.

5x

CTR increase YOY
Video thumbnail for El Segundo – The World is coming to L.A.

Challenge

In recent years, El Segundo has run effective but siloed economic development campaigns: one for Hospitality & Tourism, the other for Economic Development. Both met benchmarks, but rising media costs and increasing competition demanded a smarter approach. With three major international sporting events bringing massive attention to LA, the city looked to Riester to help multiply its brand value — and without increasing its budget.

Insight

Immediately, Riester’s team identified a significant overlap between live FIFA, NFL and Olympic audiences and corporate leadership scouting new marketplaces. Our team responded with a unifying cultural truth: While LA may be hosting the world’s biggest spectacles over the next three years, El Segundo has played host to innovative firms and industries, venture capital, and high-end entertainment for decades.

Image for El Segundo Multiple
Image for El Segundo Goats Social

Solution

Riester’s new campaign for El Segundo consolidated the city’s former economic development and tourism efforts into a single coherent brand position that speaks the language of sophisticated audiences visiting SoCal for these international events. For that audience, the City of El Segundo has a relevant story to tell about its place in the business and entertainment world, and with help from Riester, they’re now telling it with just the right amount of swagger.

Services

Strategy
Creative
Production
Media

Image for El Segundo – Seats
Image for El Segundo 2 Phones

Results

Our unified campaign didn’t just meet the moment—it multiplied it. Hospitality and tourism engagement leapt: CTR climbed from 0.63% to 3.15%, nearly fivefold. Website views surged from 2,673 to 108,302; interactions from 3,175 to 127,290. Meta delivered over three million impressions, 55,859 link clicks, and a 1.81% CTR—up 136%. Ad engagement jumped 346% to 241,454.

Economic development matched that efficiency. CTR held steady at half the cost ($3,422 vs. $6,600). Google Discovery CTR rose from 0.20% on comparable spend. Search drove 961,407 impressions, 13,163 clicks, and a 1.37% CTR (+28.3%). LinkedIn added 1.1 million impressions, 21,240 clicks, and a 1.93% CTR (+30%). Every dollar stretched further, amplifying El Segundo’s world-stage presence with exactly the smart swagger the opportunity demanded.

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