Interactive agency Sensis contracted to brand, market Downtown Los Angeles project
April 23, 2010) LOS ANGELES — Los Angeles Streetcar Inc. (http://www.lacstreetcar.org) began the public and business outreach phase of its effort to bring a streetcar to Downtown Los Angeles with the launch of a one-month outdoor campaign. Designed by interactive advertising agency Sensis, on March 29 bus shelters and billboards were displayed across Downtown Los Angeles. These followed an update of Los Angeles Streetcar’s (LASI) campaign Web site (http://www.golastreetcar.org) and an upgrade of its social network pages to match the new campaign creative.

In addition to the campaign elements already created, LASI, a nonprofit, has tasked Sensis (http://www.sensisagency.com) with developing an integrated advertising, public relations and social media campaign designed to communicate with Downtown Los Angeles stakeholders, property owners, transit riders, residents and community groups regarding the benefits of a streetcar system. Phase II of the Web site is in progress to add more user functionality to target the streetcar’s numerous audiences.

The streetcar line is proposed to be three to three-and-a-half miles, connecting the Historic Theatre District, South Park, Bunker Hill, Grand Avenue, L.A. LIVE / Staples Center and other key attractions. The streetcar will enable people to visit entertainment, cultural and civic destinations while visiting Downtown Los Angeles’ burgeoning arts, entertainment and business districts.

“This is an important project in the continuing revitalization effort occurring in Downtown Los Angeles. With our headquarter offices located in this area, Sensis is uniquely qualified for this project through our knowledge of local businesses, how to reach them and their transportation needs,” Sensis CEO Jose Villa. “We are working with Los Angeles Streetcar to give this project a captivating brand that resonates with stakeholders and will develop support for this much-needed project. Sensis prides itself on using a strategic approach rooted in research for all of our clients, and that course of action will help us reach local residents and businesses on a personal level that motivates them to take action.”

One of Los Angeles Streetcar’s primary goals is to secure the capital and operational investment needed to construct the streetcar. Modeled after similar projects in Portland and Seattle, LASI seeks funds from local, state and federal government sources and through private donations. Sensis is organizing the advertising and outreach campaign to garner public support and conduct outreach to business and property owners regarding private sector funding mechanisms necessary to help fund the project. The agency is also developing the marketing materials LASI will use to meet with these targeted individuals, including information sheets, a history of streetcars in Los Angeles and a stationary package.

About Sensis:
Sensis is an independent full service advertising agency that is establishing a new ad agency model where digital media is at the center of building brands that connect with diverse audiences. Founded in 1998, Sensis has grown into one of the fastest growing advertising agencies in the U.S. The agency has been at the forefront of the shift away from the old norms of advertising based awareness, reach and frequency, to a new world of advertising built around insights, impact and engagement. The award-winning agency has made an impact for many of its powerhouse clients, including the U.S. Department of Homeland Security, the U.S. Army, Sempra Energy, San Diego Gas & Electric, Southern California Gas Company, United Healthcare and L.A. Care Health Plan. For more information, visit http://www.SensisAgency.com.

About LASI:
Los Angeles Streetcar Inc., a 501(c)(3) non-profit corporation, formed by a coalition of Downtown property owners, business and civic leaders with the shared goal to design, plan and operate the Downtown L.A. Streetcar system. LASI works in cooperation with a variety of public and municipal agencies, including the City of Los Angeles / Bringing Back Broadway, the Community Redevelopment Agency of the City of Los Angeles (CRA/LA), Los Angeles County Metropolitan Transportation Authority (METRO), as well as civic and business organizations. These commitments have forged a truly innovative public-private partnership capable of combining resources to successfully carry out the implementation of an integrated transportation system.