The L.A. Convention & Visitor's Bureau hired Kevin for a project that would impact its billion-dollar tourism industry. He was tasked with creating a marketing hook as well as writing various marketing-communications (catchy headlines, 4-page global press release, and web copy) to reposition Los Angeles.  L.A. was to now be positioned as the ultimate sports-destination city. Kevin was tasked with luring sports-fans from around the world to visit L.A. (vs. New York City, Miami, and other sports-driven cities).  

The L.A. Convention & Visitor's Bureau's research and marketing teams were impressed with Kevin's marketing insight and materials. The senior researcher drafted a letter of recommendation (available) -- citing Kevin's successful repositioning of L.A. Kevin identified: 1) L.A.'s iconic championship teams, 2) stars like Jack Nicholson attending Lakers games, 3) world-class weather (play golf in January in your shorts), and, most importantly, 4) marketing data that revealed an insight for L.A.'s Top 5 Tourist Pools ...
 
Kevin explained that with the World Cup, baseball, and other sports opportunities, sports-fans root for their "hometown hero." To that point, L.A.'s Top 5 Tourist Pools (Japan, Canada, South Korea, etc.) each had a star who played on an L.A. team! For example, the Dodgers had Japan's Hideo Nomo (today, it would be World Series Champ, Shohei Ohtani). The Dodgers also had Canadian pitcher, Eric Gagne. The L.A. Galaxy had South Korean star, Hong Myung-Bo. And so on ...

Japanese and other Top 5 Tourist Pool press soon bit on Kevin's hook, celebrating their beloved "hometown hero." Top 5 tourists engaged with Kevin's marketing and helped drive both awareness and fans/tourists to L.A.