Los Angeles pumps £1.2m into UK advertising push

A £1.2m UK advertising campaign to woo travellers to the US west coast is expected to help drive enquiries to the travel trade.

Los Angeles Tourism is collaborating with Visit California in the ‘Nw Playing’ promotion ITV, Channel 4, Sky, social media, online and digital billboards.

Shot on location at several iconic LA sites, the advert combines live-action film, music, animation and voiceover and is the latest iteration of activity which first appeared last September.

The city tourism organisation expects the campaign to support the travel trade by increasing the number of LA enquiries.

Los Angeles Tourism Europe and Middle East regional vice president Francine Sherian said: “Los Angeles is going to be a top-of-mind destination this spring as the ‘Now Playing’ campaign appears across the UK. 

“LA is doing remarkably well in the wake of the pandemic, with record-breaking flight service from the UK and Ireland to LAX planned this summer, and we anticipate this campaign investment will further enhance LA’s popularity, driving enquiries to the travel trade.” 

Chief marketing officer Don Skeoch added: “The newest iteration of ‘Now Playing’ brings a fresh perspective to what’s unique about Los Angeles through the lens of top local talent including NBA All-Star Paul George and street art icon Mister Cartoon.

“As Los Angeles continues on a triumphant recovery trajectory, we are proud to leverage this timely campaign to invite visitors to experience the City of Angels as we celebrate the 100th anniversary of the landmark Hollywood sign.”

Visit California president and chief executive Caroline Beteta said:“California is open for business, and we’re eager to welcome travellers from the UK back with a wealth of new experiences and celebrations. 

“This new campaign will help spotlight Los Angeles, as well as surrounding destinations, businesses and attractions.”

Related Articles

Los Angeles tourism boss hails UK office and eyes visitor record

Travel advice tweaks for Sri Lanka ‘still unfair’

Elegant Resorts reports Easter bookings spike for Spain