Greater Together
Los Angeles
TBA US
The largest ever UK trade mission to the United States.
When the UK Government wanted to make its biggest commercial statement on American soil, it needed more than a conference. It needed an experience.
TBA US was appointed to produced and deliver Greater Together LA: a five-day programme in Los Angeles that brought together 500+ of the most influential leaders from across business, government, technology and the creative industries.. Built on a $437 billion US-UK trading relationship and $1.5 trillion in mutual investment, the stakes were as high as the expectations.
Challenge
Producing an event of this scale – across two continents, multiple venues and five consecutive day – demands a level of coordination that goes well beyond conventional event logistics.
The brief was three-fold: create an environment that felt inspiring, was a seamless experience for the attendees, and delivered real commercial outcomes for the UK Government, its presenting partners, and more than a dozen brand partners.
Every moment, from the opening reception at the Academy Museum of Motion Pictures to the final session at Nya Studios, had to reflect the prestige of the mission and the ambition of what it represented.
Solution
TBA’s approach centred on one organising principle: the best events create the conditions for things to happen that couldn’t happen anywhere else.
The production team built a programme designed not just around the formal schedule, but around the moments in between. As our Head of Production, Tom Steel put it:
“The most valuable outcomes often happened between sessions, in conversations, introductions, and relationships that will continue long after the event.”
The opening reception set the tone immediately. A mariachi band, a red carpet, the Hollywood sign, and a room curated for connection, co-hosted by Sir Lucian Grainge and Sir Jony Ive, signalled from the first moment that this was not a conventional trade mission.
Across the five-day programme, TBA delivered:
Multi-venue production across the Academy Museum of Motion Pictures and Nya Studios as primary venues, with activations extending to Cosm, The Grove, and The Ebell of Los Angeles.
The opening reception set the tone immediately. A mariachi band, a red carpet, the Hollywood sign, and a room curated for connection, co-hosted by Sir Lucian Grainge and Sir Jony Ive, signalled from the first moment that this was not a conventional trade mission.
Across the five-day programme, TBA delivered:
Multi-venue production across the Academy Museum of Motion Pictures and Nya Studios as primary venues, with activations extending to Cosm, The Grove, and The Ebell of Los Angeles.
A full partner activation programme. Large-scale immersive installations to precisely placed pop-up displays, each of the event’s brand partners including Headspace, YouTube, British Airways, American Airlines, NFL, Nourished, Open Bionics, Abbey Road, Polestar, Jason Bruges x Sonocea, the National Portrait Gallery, Paul Smith, GRIND Coffee, and Production Park, was given a distinct presence that contributed to the energy and atmosphere of the overall event.
Solution
A logistics operation built on trust, adaptability, and relentless proactive thinking. The team managed international arrivals, VIP transportation, hotel coordination, and real-time schedule changes across multiple time zones, never letting a problem surface to the delegate experience.
A cultural programme that transformed a trade summit into a genuinely immersive experience. To start, a Premier League Live watch party at Cosm, a British Music Embassy showcase, a Study UK Creative Showcase at The Ebell, and a VisitBritain immersive installation at The Grove running across the week.
The result was a programme in which no two moments felt the same, and no activation looked like its neighbour. Spread throughout the venue space, the partner experiences gave attendees something to discover around every corner and gave every brand a platform worthy of the occasion.
Results
500+
VIP Delegates
20
Partners & sponsors
Greater Together LA delivered on every dimension of its brief.
The event was met with significant praise from delegates, acknowledging the scale and quality of TBA’s delivery across production, logistics, and brand activations. The seamless guest experience, from the opening night reception through to the final day’s cultural programming, reflected the standard the UK Government had set and the standard TBA upheld throughout.
Across five days, the programme achieved:
- 500+ senior leaders from business, government, technology, and the creative industries convened in a single, cohesive experience.
- A full partner activation programme delivered across multiple presenting and official partners, with every brand represented to its own brief and satisfaction.
- Flawless VIP logistics across an international delegate list, multiple venues, and a dynamic live schedule.
- A cultural and experiential programme that extended the impact of the summit beyond the conference room and into the city itself.
