Packaging a City

It’s slick, slim and packed with information--the kind of four-color statement that makes public relations people drool.

The city of Los Angeles hopes its “Los Angeles Ambassador’s Portfolio” will help the city lure new business into the Southern California area. The portfolio includes a “Message from the Mayor” in six foreign languages--Spanish, French, German, Chinese, Korean and Japanese--and other concise information about Los Angeles, its port, airport, educational system, government, commercial and industrial development, arts and culture, and housing and life style.

Not since the 1984 Olympics have the local public and private sectors joined forces to promote Los Angeles. Mayor Tom Bradley commissioned the portfolio, which was developed by a task force headed by Caroline Leonetti Ahmanson with the support of General Telephone, Times Mirror, the Los Angeles Area Chamber of Commerce, the Greater Los Angeles Visitors and Convention Bureau, the Port of Los Angeles and the Los Angeles International Airport.

Ahmanson said the informational packet “eliminates the inch and half of all the pamphlets” that business and community leaders have had to dump on prospective clients to get the same information across. “This has a 10-year shelf life,” she explained.

The mayor, speaking at a press conference last week, urged members of the Los Angeles-area business community to distribute the portfolios--which are available free from the chamber, Mayor’s office, visitors bureau, airport and harbor--on their business trips overseas and elsewhere.

“I asked for the development of this portfolio, because there are many ‘frequent flyers’ among our business community who meet regularly with their colleagues all over the world,” Bradley said. “These men and women represent more than just their own companies’ interest. They are ambassadors representing Los Angeles and its people.” He added, “Now we can say L.A. is the place and hand them a brochure, and it will tell them the whole story.”