New Los Angeles Marketing Partnership

Not long ago, if you mentioned Los Angeles in other parts of the world, people immediately thought of earthquakes, fires and riots. New Los Angeles Marketing Partnership was created to replace those perceptions with positive ones. To avoid creating a new bureaucracy, City Hall insisted NewLAMP be funded by the private sector, and gave it five years to complete its mission, after which it would be automatically dissolved.

During those five years, Boardwalk created collateral marketing materials used for promoting the City to businesses and others nationwide. Logos, invitations, brochures, pamphlets, whatever was needed – NewLAMP could count on Boardwalk to play a vital role on its marketing team.

And the effort worked. Public perception improved 21 percentage points and 232,000 new jobs were created. The L.A. Times called NewLAMP, “… one of those rarest of rarities: a government-backed entity that has finished its job and is closing down.”

Client Evaluation

I hired Boardwalk to work with our team of marketing, advertising and public relations professionals to develop integrated collateral material for LA's Rose Parade float, our millennium celebration and our final report to investors. I had been impressed by their creativity, their sensitivity to our priorities and their professionalism throughout our first project together at Childrens Hospital Los Angeles – and was delighted to work with them to promote the City of Los Angeles a few years later.

Regina Birdsell
Former Executive Director
New Los Angeles Marketing Partnership