Challenge
In recent years, El Segundo has run two effective but siloed campaigns: one for Hospitality & Tourism, the other for Economic Development. Both met benchmarks, but rising media costs and increasing competition demanded a smarter approach. And, with three years’ worth of major international sporting events bringing massive attention to LA, the town also needed to make the most of an opportunity to multiply its brand value — and without increasing its budget.
Insight
The overlap between SoCal visitors attending FIFA, NFL and Olympic events and corporate leaders scouting new marketplaces is significant. Riester responded with unifying cultural truth: LA may be hosting the world’s biggest spectacles over the next three years, but when it comes to tech, innovation, venture capital and high-end entertainment, El Segundo has been competing on the world stage for years.
Solution
The campaign consolidates economic development and tourism efforts into a unified campaign while speaking the language of sophisticated audiences visiting Southern California for the international events happening in nearby L.A. For them, the City of El Segundo has a relevant story to tell about its place in the business and entertainment worlds. For us, the goal was to tell it with just the right amount of swagger.
Services
Strategy
Creative
Production
Media
Results
The 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.