The L.A. Convention & Visitor's Bureau hired Kevin for an important project that would impact its billion-dollar tourism industry. He was tasked with creating a marketing hook as well as writing short/long-form marketing-communications (catchy headlines, 4-page global press release, and web copy) to support L.A.'s "repositioning." L.A. was to be now be positioned as the ultimate sports-destination city. Kevin was tasked with luring sports-fans globally to visit L.A. (vs. New York, Miami, or other sports 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 had 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, football, baseball, and other sports, 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) and Canadian pitcher, Eric Gagne. The L.A. Galaxy had South Korean World Cup star, Hong Myung-Bo. And so forth 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 flocked to L.A. Kevin's marketing-hook and repositioning drove awareness and fan-activation for L.A.'s lucrative tourism industry.