NLAMP's Advertising Campaign Triggers Deluge of Calls to 1(800)LA-Fact

- `It's Amazing What Grows in L.A.' Ads Spur Demand for Business Assistance -

LOS ANGELES, June 26 /PRNewswire/ -- Calls to the New Los Angeles Marketing Partnership's (NLAMP) Business Assistance Program have almost doubled since its new ads based on the theme "It's Amazing What Grows in L.A." broke. Launched April 24, the campaign generated 735 calls in May, up 56 percent from the previous month. DavisElen, the advertising agency that developed the campaign, estimates that two million people will have seen this message by the end of June.

"The campaign is working," declared Regina Birdsell, NLAMP's executive director. "We've asked callers where they heard about us, and 409 said, 'from your ads'. Now, that's amazing! It also proves that we're on the right track, showing people that L.A.'s business climate has improved and that there are many organizations and individuals ready to help your business grow," Ms. Birdsell added.

The campaign theme - "It's Amazing What Grows In L.A." focuses attention on innovations that were born in Los Angeles and have grown to become international trends and businesses. These include the following: the fortune cookie, the space shuttle, the Internet and Bugs Bunny. The ads have appeared on radio and television, on pole banners, buses, posters and billboards.

"Small- to medium-sized companies generate seventy-five percent of the area's new jobs," Ms. Birdsell reported. "That's why we fund the 1-800-7-LA-FACT program. It provides access to a network of 485 local economic development entities ready to help these companies that are so vital to our economic growth."

The New Los Angeles Marketing Partnership is an unprecedented public- private partnership among local governments and corporate sponsors. Its mission is to attract and expand business in the region by promoting L.A.'s economic strengths and celebrating the creativity and imagination of its people. Its major investors include the City and County of Los Angeles, Los Angeles Convention & Visitors Bureau, ARCO, Bank of America, Mattel, Port of Los Angeles, Pacific Bell, Southern California Edison, United Airlines and 20th Century Fox.

SOURCE New Los Angeles Marketing Partnership

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/CONTACT: Tracy Williams of Casey & Sayre, Inc., 310-458-1224/

CO: New Los Angeles Marketing Partnership ST: California IN: ADV FIN SU:

JE-JC -- LATH024 -- 8562 06/26/97 12:03 EDT http://www.prnewswire.com