News

Los Angeles Tourism launches largest ever consumer ad campaign in UK and Ireland

Los Angeles Tourism & Convention Board (LA Tourism) is kicking off its autumn 2023 consumer ad campaign “Now Playing” with a £1.072m (€1.238m) investment across the United Kingdom and Ireland. To complement existing trade and PR activity, LA Tourism is conducting consumer advertising in Ireland and the Manchester area for the first time. The campaign will cover the entirety of the UK and Ireland, with increased focus on travellers based in and around London and the home counties as well as Greater Manchester and its surrounds.
The campaign, which will run in October and November before returning in early 2024, includes ads on ITV and ITVX, along with significant investment in OOH placements including buses, billboards, roadside placements, and trams, complemented by ads on social media, native, display, online and popular podcast “Off Menu with Ed Gamble and James Acaster”.
Francine Sheridan, Regional Vice President, Europe and ME, LA Tourism, said: “This is LA Tourism’s biggest ever consumer advertising investment in the UK and Ireland, showing our continued support for these key markets. We are excited to bring our consumer advertising to Ireland and the Manchester area for the first time to target travellers in these important regions, complementing our long-standing trade and PR efforts. We expect the new creative will entice travellers to choose LA for studios and attractions, food, outdoors and wellness, sports, shopping, and arts and culture.”
Kathy Smits, Senior Vice President, Global Tourism Development, LA Tourism, said: “The direct air service from the UK and Ireland to LA has already surpassed 2019 levels, making it even easier for British and Irish holidaymakers to experience the Los Angeles lifestyle. We anticipate this campaign will inspire more people to choose LA in 2024.”
Bill Karz, Senior Vice President, Brand and Digital Marketing, LA Tourism, said: “In addition to the UK and Ireland flight, the “Now Playing” campaign will collectively reach more than 750 million impressions around the world this autumn.”
Creatively, the “Now Playing” campaign features product-driven :30, :15 and :06 ads. The eye-catching motion graphics are driven by the iconoclastic tune “WannaBe in LA” by SoCal’s own Eagles of Death Metal.
Forecasts predict there will be 340,000 visitors to LA from the UK and Ireland in 2023, a 25% increase from 2022’s total of 270,000 visitors, and 2019 visitation levels will be surpassed in 2024.

 

Posted by: Los Angeles Tourism & Convention Board
Posted on: 13/10/2023

News from Los Angeles Tourism & Convention Board...

NEWS
Discover LA, Your Way: Downtown Los Angeles + The Arts District

From Chinatown and Little Tokyo to the Fashion and Arts Districts, Downtown LA offers visitors a diverse collection of unique districts, each with distinct personalities, intriguing stories and compelling attractions.

NEWS
Hollywood magic this awards season

In the run up to the Oscars on 10 March, we’re looking at how you can have your own cinematic adventure in LA, exploring iconic filming locations, backstage experiences and the magic of Hollywood.

NEWS
Los Angeles Tourism launches largest ever consumer ad campaign in UK and Ireland

The City of Angels consumer advertising targets London and, for the first time, Manchester and Ireland, totalling investment of more than £1m (€1.2m).

NEWS
Live Barbie's dream itinerary in Los Angeles

Los Angeles is the perfect summer destination to live out your ultimate Barbie dreams, as much of the movie was filmed on the streets and sets of the City of Angels. 

 
Sign up here to receive USA Travel News, the regular Visit USA e-mail newsletter with the latest news and information


By providing your email address and clicking “sign-up” you consent to be contacted by Visit USA with offers and updates which we feel may be of interest to you. To opt out, use the unsubscribe link or email info@visitusa.org.uk. Find out how Visit USA safeguards user information by reading our Privacy Statement.