Aligned with Los Angeles Tourism’s community-cantered mission, the campaign features local Angelenos as brand ambassadors, showcasing the city’s iconic attractions as stunning backdrops.
Los Angeles Tourism & Convention Board (Los Angeles Tourism) launched its “We Love LA” campaign, with a commercial and corresponding campaign. The commercial, which will air across LA’s target international markets— features Randy Newman’s “I Love L.A.”
“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,” said Adam Burke, President and CEO, Los Angeles Tourism. “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 & events.”
The campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, DC, Boston, and Seattle. ‘We Love LA’ isn’t just a tagline – it highlights the passion, optimism, and commitment we have for our community,” Burke continued. “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.”
The ad was created by Los Angeles Tourism’s Creative Director, Shelley Leopold, and Director Matt Baron, with production company Partizan.
“Los Angeles is one of the world’s most inclusive and welcoming communities, where visitors instantly feel at home,” said Bill Karz, Senior Vice President, Brand & Digital Marketing, Los Angeles Tourism. “The ‘We Love LA’ campaign celebrates the authentic experiences and everlasting civic pride that define our city. From its unique culture to unforgettable moments, LA’s essence is woven into every local and visitor experience. This campaign is truly a heartfelt love letter to the City of Angels, and we’re so proud to share it with the world.”
Aligned with Los Angeles Tourism’s community-cantered mission, the campaign features local Angelenos as brand ambassadors, showcasing the city’s iconic attractions as backdrops.