---
title: "Adweek: Mistress (Now The Many) Welcomes LAX Arrivals for Discover LA"
url: https://stacklist.com/card/3923bb0b-01d8-4876-8372-358cdf5bb897
source_url: "https://www.adweek.com/?p=131443"
stack: https://stacklist.com/c/business/stack/3cc23624-48ef-41cb-976c-054220b0218e
summary: "Mistress agency created a campaign for Discover Los Angeles featuring an #EveryoneIsWelcome event at LAX where volunteers welcomed international visitors with signs in multiple languages. The initiative celebrates the city's diversity and inclusivity while combating declining tourism amid concerns about xenophobia and isolationism in America."
tags: "tourism, diversity-inclusion, advertising-campaign, los-angeles, welcome-initiative, cultural-celebration"
key_entities: "Mistress (organization), Discover Los Angeles (organization), Bastard (organization), Los Angeles (location), LAX (location), #EveryoneIsWelcome (event), Erik Oster (person), Josh Nussbaum (person), diversity-and-inclusivity (concept), United States Court of Appeals for the Ninth Circuit (location)"
classification: "reference"
content_hash: "sha256:94fd0cd7b8b007b5c8515c988a62e90ea042f3320ef808cac3ca3f100a4e5908"
acp_version: "0.2"
token_counts_approximate: 549
visibility: public
agent_accessible: true
status: "final"
---

# Adweek: Mistress (Now The Many) Welcomes LAX Arrivals for Discover LA

By Erik Oster L.A. agency Mistress launched a campaign for Discover Los Angeles back in February and last month the tourism group rolled out an “#EveryoneIsWelcome” effort in collaboration with Mistress’ production arm, Bastard. Now, agency has unveiled a new spot which celebrates the city’s diversity and inclusivity, documenting Discover Los Angeles’ May 6 “#EveryoneIsWelcome” event which saw the group welcoming visitors to LAX. Volunteers welcomed LAX visitors from around the world with signs spelling out “Welcome” in four different languages: Spanish, Chinese, English and Arabic. In Mistress’ spot documenting the event we meet some of the diversw participants who attended the event, adding meaning and context to the welcoming celebration. It’s all part of an effort to combat declining tourism amidst perceptions of rising xenophobia and isolationism in America. The message is clear: despite what other groups in the country may think, Los Angeles and its residents are proud to be a melting pot of different cultures and extend a warm invitation to all who want to visit the city. LAX is a fitting place to deliver the message, as the arrival point for visitors from around the world to the distinctly international city and given the airport’s role as a sight where protestors gathered in opposition to the president’s travel ban , before it was rejected by the United States Court of Appeals for the Ninth Circuit . Credits: Client, Discover Los Angeles Vice President, Marketing: John Boudouvas Vice President, Global Communications: Jamie Foley Group Creative Director: Jeremy Bacharach Vice President, Digital Marketing: Bill Karz Production Partner: m ss ng p eces Director: Josh Nussbaum Experience Director: Yehuda Duenyas Executive Producer: Edward Grann Producer: Matthew Ayriss Creative Agency: Mistress Partner, Creative: Damien Eley Creative: Rachel Guest Creative: Celine Faledam Sr. Brand Manager: Maggie Cadigan Director of Production: Dave Horowitz Edit: Bastard Productions, Rob Henry Music: “Love Like You,” & “Bloodshot Eyes,” by Soft Swells Erik Oster