Los Angeles Sets the Stage: As the dawn of 2024 approaches, the Los Angeles Tourism & Convention Board (LA Tourism) doesn’t just aim to captivate; it plans to dominate. With its reinvigorated “Now Playing” campaign, the City of Angels is set to steal the spotlight across Australia’s key metropolises—Sydney, Melbourne, and Brisbane—and make a grand entry into Aotearoa, New Zealand. The stakes? A hefty AUD $2.05 million (USD $1.3 million) investment.
The fresh face of the “Now Playing” campaign couldn’t have been better timed. The travel figures speak volumes: an anticipated leap to 380,000 visitors from Australia and New Zealand in 2023, marking a meteoric 65% surge from the previous year. By 2024, LA expects tourist numbers to rival the golden era of 2019.
LA Tourism Now Playing Bradfield Hwy Story Bridge QLD.
Looking back, the “Now Playing” debut in Australia in 2022 was spectacular. A whopping 135 million impressions, 25 million completed views, and a 35% spike in the Aussies’ LA travel aspirations. But that was just the prologue.
Reimagined by the cinematic maestros at Imaginary Forces, the campaign’s latest iterations are set to dazzle. A fresh auditory delight, “WannaBe in LA” by Eagles of Death Metal, and new visuals promise an arresting audience experience. All set to roll out across Sydney, Melbourne, Brisbane, and Auckland, the campaign’s grandeur will reign till November, with a sequel slated for early 2024.
The campaign’s prominence will be unmissable in Down Under, from strategic placements across street furniture, buses, and massive billboards in high-traffic locales like Melbourne’s Swanston St Elite Screen to a digital blitz on social platforms. Conversely, Aotearoa will witness a tailored, geo-focused digital approach targeting the vibrant Auckland populace.
The enthusiasm within LA Tourism is palpable. Craig Gibbons, Managing Director, Asia Pacific, LA Tourism, paints the vision: “As the global allure of the City of Angels intensifies, this pivotal campaign enhances our enduring trade and PR ventures. LA beckons Aussies and Kiwis alike, promising a rich tapestry of cultural, gastronomic, sports, retail, and wellness odysseys.”
Echoing the sentiment, Bill Karz, Senior Vice President of Brand and Digital Marketing at LA Tourism, emphasized, “The ANZ campaign crystallizes our global ambition: LA, the dream destination for 2024. Beyond Australia and New Zealand, ‘Now Playing’ is projected to captivate with over 750 million impressions globally this fall.”
The cherry on top? An enticing “LA Like an All-Star” giveaway across 100+ sports bars and coffee shops in Australia, flanked by robust travel trade campaigns and B2B events across both markets.
As LA Tourism’s ad blitz unfurls, one thing’s crystal clear: Los Angeles is not just a city; it’s an experience waiting to be lived.
Written by: Jason Smith
