Los Angeles Tourism’s latest ‘We Love LA’ campaign highlights that LA is open for business after the recent wildfires to key international markets, including Australia, with some famous faces lending their star power to the brand-new ad and campaign assets plus local activations on the way.
The new campaign is a love letter to Los Angeles and Angelenos, featuring the iconic Randy Newman song, “I Love L.A.”, as well as local Angelenos as community ambassadors, including basketball legend and Los Angeles Dodgers co-owner Earvin “Magic” Johnson.
Other LA luminaries include dancer Lil Buck; artists Mister Cartoon and his son, Leftye, and Robert Vargas; Tongvan actor Tonantzin Carmelo; LA Taco editor Javier Cabral; and Mariscos Jalisco food truck owner Raul Ortega.
The 30- and 60-second ad spots showcase the authentic LA experience, highlighting a perfect day in LA and inviting visitors to immerse themselves in the city’s wide variety of attractions, vibrant culinary scene, outdoor adventures and world-class sports and entertainment offerings.
In Australia, the Taste of LA experiential activation will take over Sydney’s Hollywood Quarter from 1-11 May 2025, with venues hosting LA-themed events and food and drink offerings, bringing the West Coast vibes to Sydneysiders.
Los Angeles rolls out the red carpet for visitors
Los Angeles Tourism President & CEO Adam Burke said that ‘We Love LA’ isn’t just a tagline – “It highlights the passion, optimism and commitment we have for our community.”
“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,” he said.
“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 and events.
“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,” he said.
For more info, head to discoverlosangeles.com
