Los Angeles Tourism's Monumental Global Advertising Initiative

By Ivan PetrenkoJan 25, 2024 07:50 AMNews
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Los Angeles skyline at sunset
Los Angeles skyline at sunset. Source: unsplash

Los Angeles Tourism has embarked on its most ambitious and comprehensive advertising campaign to date, set to commence on February 1 in Paris. Adam Burke, the organization's CEO and President, emphasized the campaign's unprecedented scale, marking it as the largest in the history of Los Angeles Tourism.

A Diverse and Far-Reaching Target Audience

The campaign strategically targets key international markets, including the U.K., Australia, New Zealand, Mexico, Canada, the U.S., France, and South Korea, with the latter two being new additions to Los Angeles’ advertising focus. This expansive initiative will utilize a variety of platforms, including TV, streaming services, cable, social media, in-flight video, podcasts, and billboards, ensuring a broad and impactful reach.

Showcasing LA’s Vibrant Lifestyle

Central to the campaign is the "Now Playing" theme, which showcases the vibrant arts, food, and cultural lifestyle of Los Angeles. Additionally, the campaign will feature unique collaborations with LA-based artists Mister Cartoon and Steven Harrington, adding a local creative flair. Although the exact investment remains undisclosed, Burke revealed it to be a "record eight-figure" sum, partly financed by a $7.5 million grant from Visit California to boost post-pandemic recovery.

Rivaling Global Tourism Competitors

Burke highlighted the intensifying competition in the global tourism industry, with notable rivals including Canada, Saudi Arabia, and Australia. He noted significant investments by these countries in tourism, such as Saudi Arabia’s billion-dollar investment in its infrastructure. This competitive landscape necessitates an aggressive and wide-reaching campaign to attract international visitors.

Accelerating International Tourism Recovery

LA Tourism's recovery from the pandemic has been gradual, with expectations of 24 to 36 months to return to pre-pandemic levels of international visitors. This campaign forms a crucial part of the strategy to hasten this recovery.

Capitalizing on Olympic Excitement

Coinciding with the anticipation for the 2024 Paris Olympics, the campaign will launch at the Kimpton St Honoré in Paris. This strategic move aims to leverage the Olympic buzz, connecting it to Los Angeles' upcoming role as the host of the 2028 Olympics. Additionally, France has been identified as a key source of increasing visitor numbers to Los Angeles.

Embracing the Korean Market with K-Pop Influence

In South Korea, the campaign will integrate the nation's cultural phenomenon, K-pop, by collaborating with the boy band Riize. Their song "Get a Guitar" will accompany LA’s advertisements in South Korea, resonating with the local audience. This approach is complemented by unique advertising strategies like utilizing Netflix in South Korea to reach a broader audience.

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