The Los Angeles Tourism & Convention Board shows off LA’s culture in new platform

September 6, 2024 2:20

The Los Angeles Tourism & Convention Board (also known as Los Angeles Tourism) has rolled out its high-energy, culturally rich Fall 2024 campaign in several regions, including Australia.

Building upon its ‘Now Playing’ campaign, the tourism body’s multi-million dollar platform showcases the breadth of neighbourhoods the City of Angels contains, such as Leimert Park and Chinatown. It spins different variations of its tagline into short phrases, such as “Now Vibing”, “Now Exploring”, “Now Inspiring” and “Now Thrilling”, to touch upon Los Angeles’ “six key product pillars”.

These are pro sports and live events; outdoors and wellness; arts and culture; shopping and fashion; dining and nightlife; and attractions and studios.

While the campaign is being run in various domestic markets – Houston, New York, Atlanta and Salt Lake City to name a few – it’s also launching in international regions, including Australia, the United Kingdom, Mexico and New Zealand.

The platform uses six-second, 15-second and 30-second spots on several paid media platforms, as well as large out-of-home (OOH) placements in Sydney, Brisbane, Melbourne, London and Manchester.

“Our Fall 2024 campaign perfectly encapsulates Los Angeles—its upbeat and welcoming spirit, its vibrant, ever-evolving nature and its endless array of activities,” Adam Burke, Los Angeles Tourism’s chief exeuctive officer and president, explained.

“As Angelenos, we all had an immense feeling of civic pride watching Mayor Karen Bass accept the Olympic Flag at the 2024 Closing Ceremony in Paris.

“While we eagerly anticipate welcoming global visitors for major events like the 2026 FIFA World Cup, 2027 Super Bowl, and 2028 Olympic and Paralympic Games, there are countless reasons to visit Los Angeles right now!

“From the multi-billion-dollar modernization of Los Angeles International Airport to nearly 9,000 new hotel rooms added at virtually every price point to the countless new attractions coming to LA, there’s something new to discover in our City of Angels 24/7/365.”

Bill Karz, Los Angeles Tourism’s senior vice president for brand and digital marketing, added: “LA Tourism’s Fall 2024 campaign is an exciting evolution of the ‘Now Playing’ campaign that was created to capture the vibrant energy of Los Angeles.

“Inspired by the Olympic flag handover, this campaign capitalizes on that moment’s energy and excitement to highlight that something is always happening in LA.

“We were also privileged to feature American Paralympic athlete Blake Leeper, whose unstoppable spirit embodies LA’s essence, adding a powerful narrative to the campaign and inspiring visitors to explore LA’s limitless possibilities.”