---
title: "10th Shorty Awards: Discover LA Silver for Real-Time"
url: https://stacklist.com/card/df1d4cdb-41a7-4156-a37f-64eb035bafce
source_url: "https://shortyawards.com/10th/la-welcomes-everyone-in-a-real-time-activation"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "Discover Los Angeles won a Silver Honor at the 10th Shorty Awards for a real-time activation campaign that displayed \"Everyone is Welcome\" messages in four languages to incoming international flights at LAX in response to immigration policy debates. The campaign used hundreds of volunteers and flight-tracking data to coordinate dynamic welcome signs timed to specific incoming flights, demonstrating innovative real-time engagement during a culturally significant moment."
tags: "real-time-response, social-media, campaign, inclusion, immigration, los-angeles, activism"
key_entities: "10th Shorty Awards (event), Discover Los Angeles (organization), Los Angeles (location), LAX (location), President Trump (person), Real-Time Response (concept), Immigration Ban (concept)"
classification: "analysis"
content_hash: "sha256:75e0484360b16b3b5349a66b774ae5a153ed33f1cb548d3992d119e0c852642d"
acp_version: "0.2"
token_counts_approximate: 1533
visibility: public
agent_accessible: true
status: "final"
---

# 10th Shorty Awards: Discover LA Silver for Real-Time

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 10th Annual Shorty Awards L.A. Welcomes Everyone In a Real-Time Activation Silver Honor in Real Time Response Objectives Shortly after President Trump proposed his immigration ban, America was beginning to seem like a most unwelcoming place. Discover Los Angeles wanted to tackle that misperception head-on during this culturally relevant moment in time with a powerful message of inclusion to assure the world that Los Angeles was the welcoming place it's always been. Strategy and Execution At the height of the debate, we crafted a simple, yet direct message: "Everyone is Welcome" in the City of Angels. With the help of hundreds of Angelenos, we created a giant, real-time human-powered billboard visible to incoming international flights touching down at LAX. Each volunteer held up a card, all of which came together to spell out "welcome" in four different languages – Mandarin, Arabic, Spanish, and English. Each of the giant welcome signs was timed to incoming flights based on its origin. As flights changed in real-time, we utilized flight tracking data to react to these incoming flights and coordinated our welcome signs accordingly. We took the idea of real-time to new heights. We weren't just reacting to the impactful news of the day, we were also reacting to the larger culture of the moment to engage live with inbound flights in real-time in order to define our "Everyone Is Welcome" initiative. Additionally, we brought this real-time activation to life on social, by sparking a dialogue around #EveryoneIsWelcome, which quickly became a trending topic on Twitter. Results Our live campaign united by the hashtag #EveryoneIsWelcome, sparked a cultural movement. How: - Our campaign got noticed in real-time on social, sparked by the hashtag #EveryoneIsWelcome, which became a trending topic on Twitter. - On Facebook, our campaign drove 2.6 million video views, 1.4k shares, and 4k engagements. - On Instagram, our social posts garnered 644K impressions and over 13K engagements. - Our campaign was a launching pad for Angelenos to tell their own stories and sense of belonging in L.A. through the hashtag #EveryoneIsWelcome. - We received press coverage in eleven countries, and 54 news stories were written about the effort. In just 48 hours after the event, we garnered 673K media impressions worth an earned ad value of more than $1MM. Most importantly, across the country and around the globe, we achieved our goal to let millions of people know that in Los Angeles, #EveryoneIsWelcome. Media Video for L.A. Welcomes Everyone In a Real-Time Activation Share this entry Entrant Company / Organization Name Mistress, Discover Los Angeles Link https://www.youtube.com/watch?v=JTFHKplysn4 Entry Credits Damien Eley Partner, Creative at Mistress Christian Jacobsen Partner, Strategy at Mistress Maggie Cadigan Brand Director at Mistress Iman Forde Senior Project Manager at Mistress Rachel Guest Senior Creative at Mistress Celine Faledam Senior Creative at Mistress John Boudouvas VP, Marketing at Discover Los Angeles Jamie Foley VP, Global Communications at Discover Los Angeles Jeremy Bacharach Group Creative Director at Discover Los Angeles Bill Karz VP, Digital Marketing at Discover Los Angeles m ss ng p eces Production Company Dave Horowitz Production Director at Bastard Productions Rob Henry Editor at Bastard Productions Bastard Productions Production House Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link