Hollywood Magic Infused in LA Tourism’s New Marketing Campaign


Next week, the Los Angeles Tourism & Convention Board will launch its latest, inventive promoting marketing campaign, “Now Playing”, geared towards inspiring guests to find the wealth of sights, leisure, experiences and distinctive lodging that may be discovered solely in L.A.

A 30-second Media spot, shot on location at a number of of the town’s iconic websites combines live-action movie, animation, music and the voiceover skills of Jenifer Lewis, an L.A. resident, and veteran of stage and display screen who not too long ago acquired her star on the Hollywood Walk of Fame.

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During a digital Media briefing held this morning, native tourism officers talked concerning the progressive upcoming Marketing marketing campaign and likewise commented on the standing of the City of Angels’ tourism sector’s post-pandemic restoration.

“Now Playing instantly evokes what’s unique about Los Angeles,” Don Skeoch, Chief Marketing Officer for Los Angeles Tourism, mentioned in an announcement. “With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes L.A. an unparalleled visitor destination.”

The “Now Playing” marketing campaign shall be run through conventional and new Media channels from September by way of December as a part of a $10 million nationwide advert purchase, additionally showing in such key worldwide markets as Mexico, Canada, Australia and the United Kingdom.

“We’re coming off the heels of our successful comeback campaign, which drove an incremental $2 billion in tourism spending, but we felt that now’s the time to communicate a new message,” said Bill Karz Los Angeles Tourism’s Vice President of Brand and Digital Marketing. “We feel that L.A. is back and that we’re rolling out the red carpet to some of the biggest events in the world, from the Superbowl, like Adam mentioned, to the World Cup coming up in ’26 to the Olympics in ’28.”

“The speed with which tourism has come roaring back in Los Angeles, to me, is one of the greatest comeback stories in L.A.’s history,” mentioned Los Angeles Tourism President and CEO Adam Burke. “Remarkably, just looking at this year alone, we are anticipating that we will be at 92 percent of 2019’s record-breaking visitation.” It’s additionally anticipated that room demand may have recovered by 95 % and home flight seating capability may have reached 80 % of pre-pandemic ranges this 12 months.

“We anticipate that next year, we will actually eclipse 2019’s record-setting visitation, we’ll be at about 101 percent, which translates into over 51 million visitors in 2023, and that will generate about $26.6 billion in total Business sales to our local economy, which represents about 108 percent record visitation spend.” Burke continued. “You may recall that 2019 capped a decade straight of record-breaking Growth that we are so incredibly grateful to visitors from around the country and around the world for very quickly coming back to our City of Angels.”

“2019 was a high watermark. We welcomed 7.4 million international visitors and, while we know that some of the markets will take a little bit longer to recover overseas, one of the advantages we have is that L.A. Tourism remains the only destination that actually has our own full-time team members and offices overseas,” Karz commented. “We have seven international offices and, as a result, they’ve been working with the travel trade and air carriers throughout the pandemic. So, while it’s going to take probably another year or two to see full recovery, we’re actually anticipating over six million international visitors next year, so we’re going to be coming back pretty quickly in the international marketplace.”


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