Leverage your existing assets as prizes
LA Looks delivered two big lessons with the Model Search Contest. First, know the aspirations of your target audience. For teens and tweens, the idea of becoming a famous model is aspirational. Secondly, leverage your existing assets as prizes. In this instance, it was a national ad campaign. This combination was at the heart of a highly successful series of key account events featuring talent scouts and local prizes. The program has delivered such strong results for LA Looks that it has become an annual event for the past 20 years.