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Los Angeles international ad campaign targets new visitors

Los AngelesIn 2016, 47.3 million visitors from around the world visited Los Angeles, breaking the record for the city and also marking it out as the first in the US to attract more than one million Chinese people.

Now the official destination marketing organisation for LA, 'Discover Los Angeles', has launched a huge new ad campaign that will run internationally and which aims to bring even more global tourists to the city.

Visual metaphors

In a move that represents a break with the more traditional formula of tourism advertising, the new global brand campaign is looking to get across the feeling of the city.

Developed by Mistress, an award-winning Los Angeles shop, the campaign is directed by Floria Sigismondi and is based around visual metaphors.

The magical feeling that LA’s sweeping vistas offer is brought to life in one example as a dance troupe from the University of Southern California’s Glorya Kaufman School of Dance perform with a Downtown skyline view from Griffith Observatory at dusk as their backdrop.

Inexorable pull

Don Skeoch, chief marketing officer of Discover Los Angeles said: “Following in-depth focus groups in nine of our key global markets, including the UK, one point became clear; the feel of Los Angeles has an inexorable pull on visitors.

“They are interested in all of the things they can do in the city, but to them, LA is first and foremost about a lifestyle and a feeling.”

The new campaign had a high profile US launch with a pre-game and kick-off spot during the Super Bowl before moving on to the United Kingdom and Mexico with subsequent roll-outs in China, Australia and Canada.

The UK campaign will last eight weeks and take in interactive social media initiatives on Instagram and Facebook, digital videos on YouTube and many other online media placements.

Home to Hollywood, numerous sports teams, museums, parks and beaches, not to mention thousands of bars and restaurants, L.A is packed with things to do all year round.

If you’re thinking of travelling abroad this year, be sure to organise your Long-Haul Travel Insurance in advance.

Date Created: 23 February 2017

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