LA Bowl: “As LA As It Gets”
Repositioning a college football event into a cultural movement that celebrates the real Los Angeles.
The Challenge
LA is a city with an iconic sports lineup — from the Lakers to the Dodgers. In this ultra-competitive landscape, the LA Bowl lacked recognition, heritage, and a distinct voice.
Problem
It’s too new. Too unknown. And no one really cares — yet.
We needed to give LA Bowl a reason to exist. One that felt undeniably local.
Our Strategy
We discovered our ideal audience wasn’t just sports fans — it was the experience chaser: someone who seeks the thrill of culture, adventure, and moments that feel one-of-a-kind.