Skift Take
Los Angeles recognizes that global competition for tourists has changed drastically since the pandemic. It's putting more money and targeting more markets to address it.
Los Angeles Tourism is launching its most expensive and far-reaching advertising campaign on February 1 in Paris.
“It's our largest global campaign in the history of the organization,” said LA Tourism CEO and President Adam Burke.
The campaign will target the U.K., Australia, New Zealand, Mexico, Canada, U.S., as well as France and South Korea. France is a new market. LA will be making it first in-market advertisement in South Korea since the pandemic. The ads will hit TV, streaming, cable, social media, in-flight video, podcasts, and billboards.
The campaign is the latest iteration of the "Now Playing" campaign, which centers around the destination's arts, food, culture and other a