Hollywood Magic Infused in LA Tourism’s New Marketing Campaign

Subsequent week, the Los Angeles Tourism & Conference Board will launch its latest, artistic promoting marketing campaign, “Now Enjoying”, 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 who just lately obtained her star on the Hollywood Stroll of Fame.


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Throughout a digital media briefing held this morning, native tourism officers talked concerning the revolutionary upcoming advertising and marketing marketing campaign and in addition commented on the standing of the Metropolis of Angels’ tourism sector’s post-pandemic restoration.

“Now Enjoying immediately evokes what’s distinctive about Los Angeles,” Don Skeoch, Chief Advertising Officer for Los Angeles Tourism, mentioned in an announcement. “With this marketing campaign, we’ve mixed the vocabulary of the screenwriter and the visible language of cinema to creatively seize what makes L.A. an unparalleled customer vacation spot.”

The “Now Enjoying” marketing campaign can 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 UK.

“We’re coming off the heels of our profitable comeback marketing campaign, which drove an incremental $2 billion in tourism spending, however we felt that now’s the time to speak a brand new message,” mentioned Invoice Karz Los Angeles Tourism’s Vice President of Model and Digital Advertising. “We really feel that L.A. is again and that we’re rolling out the pink carpet to among the largest occasions on this planet, from the Superbowl, like Adam talked about, to the World Cup arising in ’26 to the Olympics in ’28.”

“The pace with which tourism has come roaring again in Los Angeles, to me, is without doubt one of the biggest comeback tales in L.A.’s historical past,” mentioned Los Angeles Tourism President and CEO Adam Burke. “Remarkably, simply taking a look at this 12 months alone, we’re anticipating that we are going to be at 92 p.c of 2019’s record-breaking visitation.” It’s additionally anticipated that room demand can have recovered by 95 p.c and home flight seating capability can have reached 80 p.c of pre-pandemic ranges this 12 months.

“We anticipate that subsequent 12 months, we are going to truly eclipse 2019’s record-setting visitation, we’ll be at about 101 p.c, which interprets into over 51 million guests in 2023, and that may generate about $26.6 billion in complete enterprise gross sales to our native financial system, which represents about 108 p.c document visitation spend.” Burke continued. “You could recall that 2019 capped a decade straight of record-breaking development that we’re so extremely grateful to guests from across the nation and around the globe for in a short time coming again to our Metropolis of Angels.”

“2019 was a excessive watermark. We welcomed 7.4 million worldwide guests and, whereas we all know that among the markets will take a bit bit longer to get better abroad, one of many benefits we now have is that L.A. Tourism stays the one vacation spot that truly has our personal full-time group members and workplaces abroad,” Karz commented. “We’ve got seven worldwide workplaces and, in consequence, they’ve been working with the journey commerce and air carriers all through the pandemic. So, whereas it’s going to take most likely one other 12 months or two to see full restoration, we’re truly anticipating over six million worldwide guests subsequent 12 months, so we’re going to be coming again fairly rapidly within the worldwide market.”

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