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Los Angeles Love: Aussie visitors soar 65% with 'Now playing' campaign relaunched in Australia

Los Angeles Tourism & Convention Board (LA Tourism) is tipping off its refreshed 2023 "Now Playing" consumer ad campaign as Australian visitors to LA are expected to reach 380,000 in 2023, a 65 per cent increase from 2022's total of 230,000 visitors.

Los Angeles Tourism & Convention Board (LA Tourism) is tipping off its refreshed 2023 “Now Playing” consumer ad campaign as Australian visitors to LA are expected to reach 380,000 in 2023, a 65 per cent increase from 2022’s total of 230,000 visitors.

With a campaign investment of AUD $2.05m (USD $1.3m) investment across Australia and, for the first time, in Aotearoa, New Zealand, LA Tourism also says that it expects 2024 will also see visitors from Australia and New Zealand to reach just under 2019 levels.

The latest iteration of the “Now Playing” campaign follows its inaugural launch in Australia in 2022, which impressively saw a 35-point lift in intention to travel to Los Angeles amongst Australians.

The product-driven ads crafted by award-winning film title innovators, Imaginary Forces have a new revamped soundtrack in the iconoclastic tune “WannaBe in LA” by SoCal’s own Eagles of Death Metal and fresh graphics.

Commenting on the campaign, Craig Gibbons, Managing Director, Asia Pacific, LA Tourism, said: “We’re excited to refresh on the successful Now Playing creative in the Australian market and launch our first consumer advertising campaign in Aotearoa, New Zealand.

“As international travel to the City of Angels accelerates, this important campaign complements our long-standing trade and PR efforts to ensure LA is front of mind for Aussie and Kiwi travellers seeking out for diverse cultural, food, sports shopping and wellness experiences.”

Bill Karz, Senior Vice President of Brand and Digital Marketing at LA Tourism, added: “The Australia and New Zealand campaign is a key part of our global marketing strategy to put LA at the front of traveller’s minds when selecting their 2024 holiday.

In addition to the Australia and New Zealand flight, the “Now Playing” campaign will reach more than 750 million impressions worldwide this autumn.”

The campaign will run throughout October and November across Sydney, Melbourne, Brisbane and Auckland before returning in early 2024.

Hollywood comes to Sydney and Auckland

Hollywood LA Tourism Los Angeles
(L-R) Craig Gibbons-LA Tourism, Andrea Blackman-Universal Studios Hollywood, Kathleen Brown-LA Tourism, Amy Elliott-Bedsonline, Nicole Laurie-Delta

This week, the spotlight also shone brightly on Hollywood as Los Angeles Tourism and Universal Studios Hollywood hosted 50+ travel advisors to an enchanting evening of trivia, entertainment and destination updates in both Sydney and Auckland.

Cue the red carpet, epic prizes and giveaways and a whole lot of Los Angeles love.

Read all about it here.

WIN a trip to Los Angeles with LA LIKE AN ALL-STAR

The campaign is also supported by an “LA Like an All-Star” competition, running across 100+ sports bars and coffee shops throughout Australia, and travel trade campaigns and B2B events in Australia and New Zealand.

Applicants can enter by inputting their details on the competition landing page, which users can click through to via the digital ads and QR codes for the in-venue placements.

Prize details are as follows (total value $5,258)

  • Two Roundtrip Economy Airfares to LAX
  • Four Nights in a 4* Los Angeles Hotel
  • Two Major League sports games
  • Attractions Tickets
  • Plus $500 USD spending money and more

The competition runs from Oct 2nd 2023, to May 30th 2024. For more details, head to: www.discoverlosangeles.com