• OUE Skyspace LA: Taking Tourism to New Heights

The Challenge
The Ogilvy team was tasked with launching OUE Skyspace LA, a soon to be tourist attraction in downtown LA, via earned and social media. But just as Ogilvy launched its communications efforts and began to gain traction, a dramatic shift in the construction timeline meant that the opening, originally scheduled for the summer of 2015, was pushed, little by little, to the summer of 2016.

The Idea
To build and maintain excitement for the opening among LA residents and visitors, the Ogilvy team planned out a three-phase approach focused on bringing to life the OUE Skyspace LA experience.

  1. Strategic seeding of conceptual renderings of the still-in-progress building renovation and observation deck installation to select press outlets and influencers
  2. Global release of 3D renderings of the one-of-a-kind glass Skyslide and video of its fly-in and local installation viewing event
  3. An exclusive first look at the soon-to-open attraction and inaugural Skyrides to top-tier global media.

The Results
From becoming a trending Twitter topic to seeing 480,000 social channel impressions, Skyspace wasn’t just the talk of the town, it was the talk of the nation and beyond.

Ticket goals for the grand opening were nearly doubled and Skyspace became the place to visit in Los Angeles and taking selfies on the observation deck to share via social channels became a hot trend.

In total, Ogilvy secured more than 1,000 pieces of unique coverage totaling 2,102,333,611 impressions from pre-launch through the grand opening.