Los Angeles Tourism & Convention Board - "Now Playing"
Inspired by the Olympic flag handover, the campaign capitalizes on the excitement of upcoming major events like the 2028 Olympic and Paralympic Games, positioning Los Angeles as a premier destination for sports and cultural experiences.
The campaign features high-energy advertisements that capture the city's essence, focusing on various neighborhoods and experiences, and leverages the iconic 'Now Playing' tagline to emphasize that there's always something happening in LA.
The campaign targets both domestic and international travelers, including key markets such as Australia, New Zealand, Mexico, the United Kingdom, and major U.S. cities like New York and Chicago.
TARGET AUDIENCE
About the
Campaign -
Inspired by the Olympic flag handover, the campaign capitalizes on the excitement of upcoming major events like the 2028 Olympic and Paralympic Games, positioning Los Angeles as a premier destination for sports and cultural experiences.
Core Theme of the Campaign -
1. Dynamic Imagery: The campaign showcases Los Angeles' vibrant neighborhoods, arts, and cultural scenes, reflecting the city's dynamic energy.
2. Multimedia Approach: Utilizing various formats, including 30-second, 15-second, and 6-second spots, the campaign reaches audiences across multiple platforms.
3. Global Reach: The campaign extends to international markets, with significant placements in cities like Sydney, Melbourne, and London, enhancing Los Angeles' global appeal.
4. Strategic Timing: Aligning with major events, the campaign leverages global attention to boost tourism and showcase the city's readiness to host international visitors.
5. Collaborative Efforts: The campaign features personalities like American Paralympic athlete Blake Leeper, embodying Los Angeles' inclusive and diverse spirit.
6. Economic Impact: Since its inception, the campaign has generated over $2 billion in direct spending, significantly boosting the local economy.
7. Continuous Evolution: The "Now Playing" theme underscores Los Angeles' ever-changing landscape, inviting visitors to experience the latest attractions and events.
8. Cultural Emphasis: Highlighting the city's arts, dining, and entertainment options, the campaign positions Los Angeles as a hub of cultural diversity and creativity.