In the spring of 1982 Creme placed advertisements in newspapers around the world saying, "The Christ is now here." According to Creme, the Christ, whom he also called Maitreya, would announce his existence on worldwide television broadcasts. Creme stated in these newspaper advertisements that the Second Coming of Christ would occur on Monday 21 June 1982 (the summer solstice in the Northern hemisphere). On 14 May 1982 Creme held a press conference in Los Angeles. More than 90 reporters attended and heard Creme announce that Maitreya was living within the Asian community in the Brick Lane area of London. Creme presented the reporters with a challenge: if the media made a serious attempt to seek Maitreya in London, he would reveal himself to them. Afterwards, Creme wrote, "It was hoped that the media would respond to my information at a level which would allow Him to come forward to them. This hope, however, was not fulfilled. While the media did show an interest in the reappearance story, it did not go so far as to actually get involved in searching for Maitreya."