Los Angeles
the challenge
Why was it critical to solve this issue now?
Los Angeles preparing to host the 2028 Olympic Games and countries around the world need facilities where their athletes can train, stay, and prepare before competition. Universities along with hotels become highly competitive hospitality partners. Able to accommodate more than the countries needs, the University needed a compelling story that demonstrated why a delegation should choose them over countless alternatives.
"TRUTH DOES NOT CHANGE, ONLY OUR AWARENESS OF IT."
Malcolm X
What problem was the client facing?
Cal State LA needed a professional marketing campaign capable of introducing the university to international Olympic committees and sports federations. The campaign needed to communicate the campus athletic facilities, housing, dining, meeting spaces, facility flexibility, transportation access, and support services — all while reflecting the culture and identity of each prospective country.
Los Angeles
our objective
Develop a premium marketing campaign that positioned Cal State LA as a preferred Olympic hospitality and training destination by combining digital storytelling, personalized print materials, and face-to-face presentations for international Olympic stakeholders.
"YOU DON'T HAVE TO THINK ABOUT DOING THE RIGHT THING. IF YOU'RE FOR THE RIGHT THING, THEN YOU DO IT WITHOUT THINKING."
Maya Angelou
Our Goals:
Land a competing foreign entity
Position Cal State LA as a compelling Olympic hospitality destination capable of supporting an international delegation's training, lodging, and operational needs.
Establish the department as a premier events & venue operator
Showcase the department's expertise, facilities, flexibility and hospitality as a trusted partner for any and all events.
Develop a personalized design system
Create tailored marketing materials that reflected each country's identity while delivering a consistent, professional campaign experience across every touchpoint.
Los Angeles
our solution
The campaign brought together multiple touchpoints into one cohesive experience. Rather than relying on a single brochure, the campaign created a memorable introduction to Cal State LA that extended before, during, and after each meeting.
"TO SOAR TOWARD WHAT'S POSSIBLE, YOU MUST LEAVE BEHIND WHAT'S COMFORTABLE."
Cicely Tyson
Approach Used:
Cinematic promotional video
Capture the campus experience through engaging visual storytelling that highlights facilities, hospitality, and location.
Country-specific branded collateral
Personalize campaign materials to reflect each delegation's identity and create a more meaningful connection.
Premium printed hospitality booklet
Present comprehensive facility information in a polished, leave-behind resource for decision-makers.
Presentation & Guided Tours for Olympic delegation
Support in-person meetings with curated presentations and campus tours that reinforced Cal State LA's hospitality capabilities.
Los Angeles
our process
Between the research and the international presentations, the campaign was built through four phases that combined strategy, storytelling, and design into a unified marketing experience.
"ART IS NOT MERE ENTERTAINMENT OR DECORATION, IT HAS MEANING, AND WE BOTH WANT AND NEED TO FATHOM THAT MEANING."
Toni Morrison
Researching Olympic delegation needs
The first phase focused on understanding what international Olympic delegations evaluate when selecting a hospitality partner.
Developing campaign messaging
The goal was to communicate the experience of staying at Cal State LA rather than simply showing buildings.
Designing personalized marketing collateral
The country-specific design helped create a more personalized experience while demonstrating respect for each delegation's identity and culture.
Present campaign to international representatives
The marketing materials became the centerpiece for meetings with international Olympic representatives and sports organizations.
Los Angeles
our
deliverables
"AN ARTIST MUST BE FREE TO CHOOSE WHAT HE DOES, CERTAINLY, BUT HE MUST ALSO NEVER BE AFRAID TO DO WHAT HE MIGHT CHOOSE."
Langston Hughes
Deliverables include the following:
| Deliverable | Purpose |
|---|---|
| Promotional video | Showcase campus experience |
| Premium presentation box | Memorable leave-behind |
| Hospitality booklet | Detailed facilities guide |
| Country-themed branding | Personalized outreach |
| Presentation materials | Support delegation meetings |
| Facility photography | Visual storytelling |
Los Angeles
skills
& tools
Successfully marketing Cal State LA to international Olympic delegations required more than showcasing facilities — it required building trust. The skills and tools provided proved to be instrumental in communicating professionalism at every touchpoint.
"THE PURPOSE OF ART IS TO LAY BARE THE QUESTIONS THAT HAVE BEEN HIDDEN BY THE ANSWERS."
James Baldwin
Los Angeles
key results
Outcomes After Launch:
- Successfully bring a competing nation to California State University to house and train their Olympic team
- Develop a plug & play comprehensible advertisement campaign ready to be tailored for any competing nation.
- Advertise the collateral & campaign to garner additional recognition from business and the surrounding campus community
"I BELIEVE THAT ART SHOULD REFLECT THE HUMAN EXPERIENCE, BOTH THE LIGHT AND THE DARKNESS. AS AN ARTIST, IT'S MY RESPONSIBILITY TO SHOW ALL ASPECTS OF LIFE, NOT JUST THE HAPPY ONES."
Abbey Lincoln
Los Angeles
client testimonial
The campaign successfully brought together strategy, storytelling, and design to position Cal State LA as a premier Olympic hospitality partner. With personalized marketing materials and direct engagement to international stakeholders, the project demonstrated the university’s ability to support world-class events.
“We’ve done something remarkable not seen since our last time hosting the Olympics in ’84!”
Claudio Lindow
Vice President for Administration & Finance
Next Project
