LOS ANGELES TOURISM DEBUTS “WE LOVE LA” CAMPAIGN, A STUNNING LOVE LETTER TO LOS ANGELES AND ANGELENOS, LETTING THE WORLD KNOW THAT LA IS OPEN FOR BUSINESS
The Los Angeles Tourism & Convention Board (Los Angeles Tourism) launched its “We Love LA” campaign, with a brand-new commercial and corresponding campaign assets that pull back the curtain on the authentic LA experience to invite visitors to immerse themselves in LA’s breadth of attractions, vibrant culinary scene, outdoor adventures, and world-class sports and entertainment offerings. The anthemic commercial, which will air across LA’s target international markets, nods to the beloved classic—Randy Newman’s “I Love L.A.”
“The beginning of the year was incredibly challenging for the Los Angeles community, and as we look ahead to recovery, we remain committed to the 543,000 Angelenos and more than 1,000 local businesses who depend on tourism for their livelihoods,” said Adam Burke, President and CEO, Los Angeles Tourism. “The best way that individuals can help our community recover, keep businesses open, and sustain our community in this time of need is by booking a trip to our City of Angels for leisure, business, or meetings & events.”
Tapping into a familiar tune to Angelenos, the “We Love LA” campaign takes viewers through a perfect day in LA, drawing inspiration from Newman’s song, which has become synonymous with home team post-game celebrations.
The campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, DC, Boston, and Seattle.
“‘We Love LA’ isn’t just a tagline – it highlights the passion, optimism, and commitment we have for our community,” Burke continued. “As one of the primary gateways to the United States, our City of Angels is ready to roll out the red carpet for visitors from around the globe and help our community to heal.”
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.”
To learn more, visit DiscoverLosAngeles.com
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ABOUT LOS ANGELES & LOS ANGELES TOURISM
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the LA area.
Los Angeles is a dynamic, ever-evolving destination – where diversity thrives, and everyone is welcome. Discover the true LA by exploring its more than 30 culturally rich neighborhoods, each one offering a distinct vibe. LA is home to more than 300 days of warm sunshine, 75 miles of idyllic shoreline, more museums and performing arts venues than any other U.S. city, and an innovative culinary scene led by influential tastemakers. A global creative capital and the epicenter of the sports universe, LA presents limitless possibilities for visitors from around the world. For more information, visit discoverlosangeles.com, follow at facebook.com/DiscoverLosAngeles, or @discoverLA on Twitter, Instagram and TikTok.
