Los Angeles announces its ambitious global tourism campaign aiming to boost international visits.
- The ‘Now Playing’ campaign will leverage multiple advertising channels across the UK and Ireland.
- Creative elements include a mural in Shoreditch and a takeover at Manchester Victoria station.
- LA Tourism targets a 93.8% recovery to pre-pandemic tourism levels by end of 2024.
- The UK and Ireland are strategic targets, expected to generate significant visitor growth for LA.
The Los Angeles Tourism and Convention Board has unveiled an unprecedented global tourism initiative, aptly named the ‘Now Playing’ campaign. This ambitious effort is poised to project Los Angeles’ allure across a myriad of advertising platforms within the United Kingdom and Ireland, showcasing the city’s vibrant culture and attractions.
Key strategies include diverse promotional mediums such as posters, television commercials, social media promotions, online video content, and LED sites prominently displayed at Premier League and FA Cup football matches. This multi-channel approach is crafted to captivate a wide audience, thereby maximizing outreach and engagement.
A unique artistic collaboration stands out in this campaign: Los Angeles street artist, Mister Cartoon, is set to create an expansive mural outside the well-known Village Underground nightclub located in Shoreditch, London. Additionally, a comprehensive Los Angeles-themed takeover is planned at Manchester Victoria station, further enhancing the city’s visibility in these key locations.
The campaign’s timing is strategic as Los Angeles eyes a substantial rebound, targeting a recovery to 93.8% of its international tourism levels from pre-pandemic 2019 by the conclusion of 2024. A significant driver of this growth is the influx from the UK and Ireland, with visitor numbers projected to ascend to 370,000 in 2024, up from 330,000 the previous year, marking an increase of 12.1%. Consequently, this positions the UK and Ireland as the third-largest source markets for Los Angeles, trailing only China and Australia/New Zealand.
Francine Sheridan, Regional Vice President for Europe and the Middle East, expressed enthusiasm for the ongoing investment in these markets, highlighting the campaign’s potential to inspire holidaymakers to select Los Angeles as their destination of choice. Sheridan remarked on the exciting visual elements of the campaign and reaffirmed the strategic importance of the UK and Ireland in the 25th anniversary year of LA Tourism’s UK office.
Bill Karz, Senior Vice President of Brand and Digital Marketing, praised the campaign as the organisation’s most triumphant to date. He emphasized the importance of targeting international markets like the UK and Ireland, where visitors typically stay longer and contribute more significantly to the local economy. Karz noted that the campaign allows Los Angeles to present an authentic narrative of its destination through the perspectives of its residents.
The ‘Now Playing’ campaign is set to amplify Los Angeles’ global tourism presence, especially in the UK and Ireland.
