Dragon Trail recently developed and launched a La La Land-themed mini-site for Los Angeles Tourism and Convention Board (LATCB), leveraging the popularity the movie is having in China (it grossed RMB 174 million on its opening weekend) and inspiring Chinese travelers to plan a trip to Los Angeles.
The mobile first website features a full screen size video header with the movie trailer. The website’s different sections showcase different locations in LA where the most iconic scenes of the movie took place: Griffith Park where actor Ryan Gosling and actress Emma Stone had their first dance, the Lighthouse Café where the couple watched a jazz concert together and the ramp connecting the 105 and 110 freeways in Los Angeles where the movie begins. By clicking on each individual attraction, visitors are redirected to a detailed page, with recommendations about similar attractions. The mini site is promoted via a banner on LATCB’s main site and by LATCB’s WeChat articles.
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