Marketing Recovery Campaign

Frieze Los Angeles 2024
Los Angeles Tourism’s new recovery campaign, which invites visitors to “Start Your Comeback” in L.A., kicked off last month and has been extremely well received by our local and California residents and out of state markets. Early results show the campaign is clearly creating enthusiasm among potential leisure visitors as well as group planners.As mentioned in the TMD Chairman’s report, this campaign is possible due to the funding from the TMD Reserve Fund.Playing off L.A.’s reputation as the entertainment capital of the world, this innovative, emotive spot introduces the concept that L.A. is like a movie, with a multitude of genres to choose from including, most importantly, a comeback story. It captures the Angeleno spirit with an “authentically L.A.” cast of real Angelenos who are true representatives of our diverse, welcoming and inclusive community and passionately believe the future is bright for Los Angeles. The campaign inspires visitors to begin their own personal comeback here in Los Angeles.The 10-week advertising campaign launched in Los Angeles and 20 key drive and flight markets which included Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Fresno, Houston, Las Vegas, New York, Palm Springs, Phoenix, Portland, Sacramento, Salt Lake City, San Diego, San Francisco, Santa Barbara, Seattle, and Washington, D.C. TMD hotels are providing a wide variety of special offers to both drive demand to L.A. and to highlight the incredible range of activities and attractions that are available once visitors arrive, which are featured at help us amplify the campaign by tagging @discoverLA and using the hashtag #StartYourComeback. You can join us in inviting visitors to start their comeback by using the assets in our campaign toolkit, which you can view and download here. In the event you haven’t yet seen the advertising, you can view it by clicking here.