The ‘We Love LA’ campaign
takes viewers through a perfect day in LA, drawing inspiration from Randy
Newman’s classic song ‘I Love L.A.’, which has become synonymous with home team
post-game celebrations in the City of Angels.
In the UK, the new ‘We Love
LA’ creative will appear in busy commuter stations around London, including one
of the UK’s biggest digital billboards at Waterloo station, and at high-profile
locations in Manchester such as the Axis Tower and Arndale Shopping Centre. In
addition, there will be digital ads on Google and social media, and spots on
ITV, including during England’s World Cup qualifiers to promote LA as a host
city for the FIFA World Cup 26.
Francine Sheridan,
Regional Vice President, Europe & ME, Los Angeles Tourism, said: “We’re excited to invest in the UK and Ireland
this spring with brand new creative and messaging in our new ‘We Love LA’
campaign. The campaign is designed to generate
inquiries for the trade and ultimately increase bookings to LA. 'We Love
LA’ isn’t just a tagline – it highlights the authentic, passionate spirit that
visitors will find in Los Angeles. As one of the primary gateways to the United
States, our City of Angels is always ready to roll out the red carpet for
visitors from across the UK and Ireland.”
The ad was created by Los
Angeles Tourism’s Creative Director, Shelley Leopold, and Director Matt Baron,
with the award-winning production company Partizan. Known for his signature
cinematic style, Baron masterfully captured the vibrant essence of Los Angeles,
inviting visitors in to experience and share the deep love Angelenos have for
their city.
“Los Angeles is one of the
world’s most inclusive and welcoming communities, where visitors instantly feel
at home,” said Bill Karz, Senior Vice President, Brand & Digital
Marketing, Los Angeles Tourism. “The ‘We Love LA’ campaign celebrates the
authentic experiences and everlasting civic pride that define our city. From
its unique culture to unforgettable moments, LA’s essence is woven into every
local and visitor experience. This campaign is truly a heartfelt love letter to
the City of Angels, and we’re so proud to share it with the world.”
The campaign features local
Angelenos as brand ambassadors, showcasing the city's iconic attractions as
stunning backdrops, including:
Earvin “Magic”
Johnson, Basketball legend and Los
Angeles Dodgers Co-Owner
Lil Buck, Dancer
Mister Cartoon and his son, Lefte, artists
Tonantzin
Carmelo, Tongvan actress
Javier Cabral, Food journalist and editor of LA Taco
Robert Vargas, muralist
Raul Ortega, owner of food truck Mariscos Jalisco
With significant
infrastructure and development projects in progress, such as the modernisation
of Los Angeles International Airport and the ongoing construction of the Lucas
Museum of Narrative Art, as well as major upcoming events like FIFA World Cup
26, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games, Los
Angeles Tourism is dedicated to leveraging the city’s growing momentum as it
prepares to take centre stage for these global events in the coming years.
To learn more, visit DiscoverLosAngeles.com.
Posted by: Los Angeles Tourism & Convention Board
Posted on: 02/04/2025