L.A Tourism launches inaugural Australia-wide campaign

Los Angeles Tourism & Convention Board (L.A Tourism) has launched an advertising campaign to be rolled out across Australia, a first for the American organisation.

The campaign ‘Get Lost in L.A.’ is aimed at local millennial audiences, featuring a young couple wandering through L.A, showing glimpses of culinary, culture, fashion and creative moments in Los Angeles.

Directed by award-winning filmmaker Jason Zada, the two-minute spot aims to capture 24 hours in LA, taking the couple to a wrestling arena, boutique shopping, to a restaurant and a museum. Born’s track ‘Electric Love’, is played over the visual.

Developed by Los Angeles agency Prettybird and creative boutique agency Remo+Oob, the campaign’s launch in Australia, is the first for the overseas market, following roll-outs in the US, Canada and Mexico.

Don Skeoch, chief marketing officer for L.A. Tourism said: “Australia is our second largest overseas market, so it’s important for us to understand insights into Aussie travellers and roll-out strategies to support local trade efforts.

L.A Tourism Ad campaign

“Following a series of focus groups in Australia, we learned that millennials in particular embody an ‘anything is possible’ sentiment about Los Angeles. These unscripted moments make one’s L.A. trip unexpectedly amazing and we’re encouraging visitors to “Get Lost” in these only-in-L.A. experiences.”

The campaign release coincides with Australia’s peak booking and travel periods.

Craig Gibbons, regional director Australia & New Zealand for L.A. Tourism said: “We know that Aussies love to experience the glitz and glam of Hollywood and iconic ‘only in L.A.’ style experiences.  Our local marketing efforts aim to build on this, inspiring millennials to broaden their horizons and discover other dimensions to this epic city.”

The integrated campaign will be pushed through out-of-home, such as billboards and bus stops, digital advertising and social media buys.


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