Los Angeles Tourism captures vibrant spirit of the City of Angels in new global campaign

As Los Angeles prepares to host a series of major sporting events over the next decade, the Los Angeles Tourism & Convention Board (Los Angeles Tourism) today unveiled its latest campaign for Fall 2024 created by Allied Global Marketing, designed to highlight LA’s unparalleled diversity, vibrant spirit, and an array of experiences waiting to be discovered.

The multi-million dollar campaign will target international audiences in Australia, New Zealand, Mexico, and the United Kingdom, along with key domestic markets including New York, Chicago, Atlanta, Houston, Dallas, Philadelphia, and Salt Lake City.

The campaign features product-driven 30-second, 15-second and 6-second spots for a variety of audiences across multiple paid media platforms, and will also include key large-format out of home placements in Sydney, Melbourne, Brisbane, London and Manchester.

Says Adam Burke, president and CEO of Los Angeles Tourism: “Our Fall 2024 campaign perfectly encapsulates Los Angeles—its upbeat and welcoming spirit, its vibrant, ever-evolving nature and its endless array of activities. 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.”

The advertisements take viewers behind LA’s velvet rope and shines a light on a variety of neighborhoods in Los Angeles, including Chinatown and Leimert Park and leverages the iconic ‘Now Playing’ tagline, which has become synonymous with Los Angeles Tourism. It creatively adapts the tagline into variations like ‘Now Exploring,’ ‘Now Thrilling,’ ‘Now Inspiring,’ and ‘Now Vibing,’ to highlight the destination’s six key product pillars: arts and culture, dining and nightlife, shopping and fashion, outdoors and wellness, attractions and studios and pro sports and live events.

Says Bill Karz, senior vice president, brand and digital marketing: “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.”

As the world’s sports and entertainment capital, there’s something to do virtually every day of the year in LA. In addition to the tourism board’s new campaign, Los Angeles Tourism recently launched an events-based marketing campaign, with more than 30 hotel offers bookable through January 31, 2025.

Visitors are invited to take advantage of a wide array of hotel offers, including free breakfast offers, nearly free parking offers and a handful of properties offering a third night free at select hotels spanning the region, including Downtown Los Angeles, Hollywood, the Westside, and the Valley. Terms and conditions apply. Based on availability at select participating hotels.

Los Angeles Tourism continues to spotlight the City’s latest offerings and developments under the banner of “LA 2.0.” The city is buzzing with demand generators, from the multi-billion-dollar modernization of Los Angeles International Airport (LAX) to the opening of cutting-edge venues like the Intuit Dome. Los Angeles’ vibrant culinary scene now boasts over 200 Michelin-rated restaurants, while the arts and cultural landscape is continually enriched by new and exceptional additions. This month, Los Angeles will kick off PST ART: Art & Science Collide, a landmark regional event led by the Getty and partnering arts institutions across Southern California. Running from September 2024 through February 2025, this initiative explores the intersection of art and science, both past and present, featuring 818+ artists and 60 exhibitions.

Watch the campaign video and explore LA’s unique and diverse offerings at discoverlosangeles.com.