In 2014, the Los Angeles Tourism & Convention Board launched the #LA365 campaign, revealing one exciting must-see, off-the-beaten-path activity or hidden gem each day. Ultimately, providing a full year’s worth of “to-do’s” for visitors and locals all over Los Angeles. Each day an Instagram image captured by a @discoverLA follower was shared on L.A. Tourism's Twitter, Facebook and Instagram channels along with the to-do for that day, which was often timed to a special event or seasonal activity. The campaign resulted in 30 million Twitter impressions and 17 million Instagram impressions and drew in participants from as far away as Japan, Mexico and the U.K.