Around the world, in town, and on the web, LATCB is working to help grow and support the Los Angeles tourism community and keep the world coming to LA.
The LATCB PR Team has been working hard to keep LA and LATCB members and partners in the news and on the minds of travelers. The PR Team has been organizing FAM trips for domestic and international media on assignment for a broad range of stories giving exposure to our members and partners and the destination.
International FAM trips to the LA region between Sept. 1 and Sept. 31 included 24 journalists from the U.K., Hong Kong, the Netherlands, Japan, Belgium, Nigeria, Italy, South Africa, Switzerland, Dubai, Australia and Mexico. Publications included Skyview and Good Housekeeping in Mexico, the Lifestyle Editor of OK Magazine in the U.K., and the website Not Quite Nigella in Australia. LATCB also partnered with British Airways for a FAM trip for 21 journalists from Europe, the Middle East and Asia.
Domestic FAM trips included six journalists from publications including Travel & Leisure, USA Today, AFAR, AAA Westways, and Sunset.
Domestic & International Medic Coverage
As a result of LATCB’s global PR efforts, domestic and international publications ran numerous destination features in top magazines and newspapers, along with high-profile TV coverage, to showcase our members and all that LA offers. Here are just a few highlights.
As a result of LATCB media outreach, LA received national media exposure on the 90th anniversary of the Hollywood Sign on the No. 1 morning TV show, ABC’s “Good Morning America,” with 5.5 million viewers, ABC’s “World News Tonight,” with 7.6 million viewers, and www.NBClosangeles.com.
British Airways Highlife Magazine (UK) – A 24-page feature on LA in BA’s in-flight magazines distributed on all BA planes for the entire month of September.
The Telegraph (UK) - This top UK newspaper with 4.9 million readers for the printed edition and 7.7 million online unique viewers, published a fantastic destination feature and a series of online videos capturing their visit in LA.
Glamour Brazil – A massive multi-page feature and photo shoot ran in one of Brazil’s top women’s lifestyle publications in August.
Brand Bargain Super Japan – Similar to “Lucky” magazine in the U.S., Brand Bargain ran a multi-page piece filled with gorgeous color photos in July as the definitive guide to shopping in LA. Japan is LA’s fourth largest international market, and Japanese travelers to LA have the highest average spending per person while on their trips of any international travelers. http://my.lainc.us/media/fy13-14/july2013/BrandBargain.pdf
Harmony Magazine Japan – This popular lifestyle magazine in Japan published “America’s Hippest Neighborhoods,” a guide to LA’s distinct neighborhoods, in its July/August issue.
CAR FREE LA & WORLD CAR FREE DAY PHOTO TOUR, SEPT. 22
More than 50 adventurous urbanites joined LATCB’s Online and PR Teams for a Car Free LA Photo Tour to celebrate World Car Free Day on Sept. 22, an exciting interactive way to promote LA and our members on social media. LATCB partnered with the Beverly Hills Conference and Visitors Bureau and Santa Monica Convention and Visitors Bureau to host the custom-tailored Car Free LA tour. Car Free LA is LATCB’s eco-tourism initiative, launched this year on Earth Day, April 22, offering a series of free, self-guided and member-guided itineraries that enable visitors to experience LA’s distinct neighborhoods and attractions without a car. Participants shared hundreds of photos on social media about the many hotels, restaurants, and attractions they experienced, generating more than 500,000 unique impressions. For more information on Car Free LA, visit www.discoverlosangeles.com/carfreeLA.
VISIT CA LA MEDIA RECEPTION
The LATCB PR Team attended the Visit California Los Angeles Media Reception on Sept. 24. The goal of the event was to increase cooperation among state and local convention and visitors bureaus to increase the power to promote destinations in California and drive up visitation. Media in attendance included representatives from T+L, Westways, Angeleno, JetSetExtra and Brentwood News.
The International Team hosted familiarization visits (FAMs) in LA with travel trade groups from Latin America (11 participants), supporting the Delta Airlines nonstop route from San Jose, Costa Rica to LAX; and from China (7 participants).
CIBTM EXPO, BEIJING, CHINA. SEPT. 2-3
LATCB’s China Office attended the China Incentives, Business Travel & Meeting Expo (CIBTM) Sept. 2-3 in Beijing. LATCB promoted Los Angeles as a MICE (Meetings, Incentives, Conferences & Exhibitions) destination and met with over 150 travel agencies, media, MICE buyers and industry professionals. The Expo was an excellent platform for LATCB to meet top-level meeting planners with needs for a variety of meetings, events and business travel, in China, Asia and the rest of the world.
The LATCB China Office joined MPI (Meetings Professionals International) for a private industry reception on Sept. 2. Fifteen high-level MICE professionals attended the reception. LATCB promoted LA as a premier MICE destination, and promoted our members and partners.
ABAV, BRAZIL. SEPT. 3-6
LATCB’s International Team participated with Visit California and five partners in the Association of Brazilian Travel Agents (ABAV) Conference’s 41st Annual Tourism Fair of the Americas, Sept. 3-6. ABAV is the largest tourism event in the Americas in terms of number of exhibitors and visitors. The Fair moved from Rio to São Paulo for the first time this year with 2,613 companies exhibiting and 28,000 buyers (leading tour operators and travel agents) and 300 members of the media attending. Visit California’s schedule included a VIP dinner event for top tour operators and airlines. American Airlines had a huge presence promoting their non-stop Sao Paulo – LAX route, scheduled to commence in Dec. 2013.
JATA TRAVEL SHOW, TOKYO, JAPAN. SEPT. 12-15
The LATCB International Team had a strong presence with a booth at the JATA Travel Showcase, Japan’s largest travel show, Sept. 12-15 in Tokyo, which drew a record 131,058 visitors during the four-day show. The LATCB team had meetings with major Japanese travel and trade press, consumers and travel trade to promote our members and partners and the destination in Japan, LA’s fourth largest overseas market. LATCB participated in Brand USA’s pavilion, which was one of the largest at the show. Seven of our members signed up as material distribution partners, and LATCB distributed their brochures among the travel trade, media and consumers at the show. Participating as booth or distribution partners with LATCB at travel trade shows is a key benefit of membership, and offers valuable opportunities for members to increase their exposure among new audiences and grow their business.
WORLD ROUTES, LAS VEGAS. OCT. 5-8
LATCB’s International Team is participating in the 19th Annual World Routes, the Route Development Forum, at the Las Vegas Convention Center, Oct. 5-8. World Routes is expected to attract 3,000 high-profile delegates from more than 125 countries, as well as more than 150 members of the international media. LATCB is a sponsor of the Media Center. It is the largest event of its kind in the world, bringing together route development professionals from across the globe to negotiate, build relationships and determine future air services. It is a major opportunity for LATCB to secure more direct international routes into LAX Airport, which is crucial growing international visitation to Los Angeles.