The LAT front reports that, in an attempt to highlight Southern California's virtues as a technology marketplace, today a nickname will be chosen for the region that will figure in an aggressive marketing campaign.
The campaign is a hard and long one. 
mnli hypothesis: The campaign is a hard and long one.  premise: The LAT front reports that, in an attempt to highlight Southern California's virtues as a technology marketplace, today a nickname will be chosen for the region that will figure in an aggressive marketing campaign.