Eric Richardson []

This billboard at Olympic and Broadway is part of a branding campaign for the L.A Streetcar project.

DOWNTOWN LOS ANGELES — A new ad campaign highlighting the connections that would be created by the project made its appearance in and around Downtown this week. Designed to raise general awareness of the effort, the ads are posted on space donated by CBS Decaux.

The branding campaign, built around the tagline "see what happens when Downtown connects," pairs activities across Downtown, such as a game at Staples Center and nightlife in the Historic Core.

One billboard at Olympic and Broadway is included in the campaign, which otherwise utilizes CBS Decaux's street furniture spots on bus benches and kiosks.

The $100-million streetcar project is currently beginning its environmental documents, and this Spring applied for a $25-million "urban circulator" grant from the Federal Transit Authority.

Project backers including Councilman Jose Huizar, who leads the effort, hope to see the streetcar operational by 2014. While a final route has not been set, the first line is designed to connect the Convention Center to Bunker Hill by way of the Broadway corridor.