Los Angeles Ramps Up Global Tourism Campaign in a Post-Pandemic World
Expansion of Advertising Efforts and Target Markets
With the world emerging from the shadows of the pandemic, Los Angeles Tourism embarks on an ambitious advertising campaign to reignite interest in the city as a premier travel destination. This comprehensive initiative aims to address the evolving competitive landscape for tourism and boost economic recovery.
Campaign Details and Targeted Regions
The campaign, an extension of the successful “Now Playing” campaign, will span multiple media platforms, including television, streaming services, cable networks, social media, in-flight video, podcasts, and billboards. It will target a global audience in key markets, including the United Kingdom, Australia, New Zealand, Mexico, Canada, the United States, France, and South Korea. Notably, France is a new market for LA’s advertising efforts, while South Korea, a growing tourist market, will see its first in-market advertisement since the pandemic.
Collaboration with Local Artists and Campaign Messaging
The campaign showcases Los Angeles’ vibrant arts, culture, cuisine, and lifestyle through collaborations with renowned LA-based artists Mister Cartoon and Steven Harrington. Their unique styles are integrated into the campaign’s creative elements, capturing the city’s essence and spirit.
Addressing Increased Competition and Recovering Tourism
Heightened Competition in the Global Tourism Market
In a post-pandemic world, Los Angeles Tourism CEO and President Adam Burke acknowledges the intensified competition for tourism. Traditional rivals like London and New York City, as well as emerging players such as Canada, Saudi Arabia, and Australia, are investing heavily in attracting international visitors.
Saudi Arabia’s Aggressive Tourism Push
Burke highlights Saudi Arabia’s significant investments in tourism infrastructure, including the recruitment of Los Angeles World Airports CEO Justin Erbacci to lead Neom Airport. This move underscores the kingdom’s ambitious goal of becoming a major tourism destination.
International Tourism Recovery Pace in Los Angeles
LA Tourism estimates that it will take 24 to 36 months for visitor numbers from overseas markets to return to pre-pandemic levels. The campaign aims to accelerate this recovery by promoting Los Angeles’ unique attractions and experiences.
Leveraging Major Sporting Events and Emerging Markets
Tapping into the Excitement Surrounding the Paris Olympics
The campaign’s launch in Paris coincides with the anticipation for the 2024 Paris Olympics. As the host city for the 2028 Olympics, Los Angeles seeks to capitalize on the global attention surrounding the event and attract visitors from France and beyond.
Targeting the Growing South Korean Market
South Korea, another visa-free country for US travelers, has become an increasingly important market for Los Angeles tourism. The campaign includes partnerships with K-pop boy band Riize, whose song “Get a Guitar” will be featured in advertisements in South Korea. Additionally, ads will be placed on Netflix in South Korea, recognizing the platform’s popularity in the country.
Investment and Funding
Record Funding for the Campaign
While Burke declined to disclose the exact cost of the campaign, he confirmed that it represents a “record eight-figure” investment. A portion of the expenses is covered by a $7.5 million grant from Visit California, aimed at stimulating tourism recovery post-pandemic. LA Tourism operates with an annual budget of $69 million.
Visit California’s Support for Tourism Recovery
San Francisco Travel has also received funding from Visit California to bolster its tourism campaign and address its sluggish recovery. This support reflects the state’s commitment to revitalizing tourism, a vital economic driver.
Conclusion
Los Angeles Tourism’s comprehensive global campaign signals the city’s determination to regain its position as a leading tourism destination in a post-pandemic world. By targeting key markets, collaborating with local artists, and leveraging major sporting events, the campaign aims to attract visitors from around the world and contribute to the city’s economic recovery.