WeHo Rainbow District
The Rainbow District is one of the best opportunities I have had thus far in my career.
For those that don’t live in LA, the Rainbow District in West Hollywood is the stretch of Santa Monica Blvd. between Doheney and La Cienega. Formerly known as “Boys Town”, the City of West Hollywood reached out to Lucky Break PR to spearhead the districts rebrand with three distinct goals:
Generate more business and foot traffic for daytime activities and nightlife in the area
Rebrand “Boys Town” to the more inclusive “Rainbow District” to celebrate all of the different people who call the area home.
This project was fantastic, as it provided the opportunity to launch a massive brand onto socials from scratch. I, along with my team, identified key pillars we wanted to ensure were constantly represented in all of our content:
Local business spotlights
LGBTQIA+ representation and history
Local tastemakers and significant figures
Launching the Rainbow District was a challenge, and presented many hurdles. However, once launched, it was a fantastic opportunity to get to know the area (where I currently reside) and all of the local businesses and owners. The community also rallied around the accounts, leading to 2k followers in the first month, and engagement from several popular drag queens and tastemakers.
We also created multiple ongoing series to tie in with the district, my favorite of which being “Get Rainbow Ready With Me" or GRRWM. This series featured drag kings and queens doing traditional GRWM-style content and speaking about their experience with drag, the Rainbow District, and LGBTQ culture.
Although I am no longer with LBPR, this will be an account that I will always have fondness for, and brought me closer with the city I call home.