After launching its biggest-ever international ad campaign Down Under, LA Tourism is back with the B-side, pressing play with a hero spot that sets the tone for what makes Los Angeles a top global destination for sport, music, movies and animation.
The second phase of LA Tourism’s latest global advertising campaign – Now Playing – debuts to coincide with two iconic attractions: the 100th anniversary of the Hollywood Sign and the 95th annual Academy Awards.
This latest iteration follows the successful launch in September 2022, which achieved more than 90 million impressions and 15 million completed views in Australia.
The campaign will target Sydney, Melbourne and Brisbane via traditional and digital marketing channels as well as in the US, Canada, Mexico and the UK.
The centrepiece is a dynamic 30-second ad narrated by award-winning actress Jenifer Lewis with a cameo by LA Clippers star forward Paul George and a surprise animation by Mister Cartoon, a renowned Mexican American artist whose black and grey tattoos have become synonymous with LA street culture.
Shot on location at several iconic LA sites, the spot combines live-action film, music, animation and voiceover to create an awe-inspiring mix of campaign content.
LA 2.0
Los Angeles Tourism & Convention Board CMO Don Skeoch said: “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 and roll out the red carpet for some of the world’s most highly anticipated events including the Oscars.”
LA Clippers forward Paul George said: “What inspires me about LA is the culture, just the vibe here. You get a little bit of everything – you get the beach, you get the mountains, great food, great nightlife.”
“When you see and you meet people, they’re pretty diverse and complete all-around people. I think I will always embody that part of being from California.”
In conjunction with the campaign launch, Los Angeles Tourism is releasing a video spotlighting Mister Cartoon’s story as well as an editorial guide on Mister Cartoon’s Los Angeles.
The guide shares the artist’s favourite LA sites, including restaurants Casa Vega and Mercado, Elysian Park, Los Angeles Trade-Technical College, Master Deluxe barber shop, the Petersen Automotive Museum, Point Fermin Park, Whittier Boulevard and Mister Cartoon’s murals.
For more info, head to discoverlosangeles.com/nowplaying