L.A. Tourism at Work - August 2016

Travel Trade FAM – India
L.A. Tourism hosted a FAM group of Indian travel trade executives representing Cox and Kings, Gem Tours & Travel, Pathfinders Holidays, and Thomas Cook July 9-11, 2016. Three new L.A. Tourism international representatives from India, France and the Middle East also joined the group to familiarize themselves with the destination. The educational itinerary focused on experiences for first-time L.A. visitors with an array of signature destination offerings. Highlights included California Science Center, Universal Studios HollywoodSM, Petersen Automotive Museum, OUE Skyspace LA, Dolby Theatre Tour and The Original Farmers Market. Accommodations and transportation were hosted by Sheraton Grand Los Angeles and Karmel Shuttle, respectively. India is one of L.A.’s fastest growing international markets with a 14.4% visitation growth in 2015.

L.A. Tourism International Representative Immersion
Following the India Travel Trade FAM, L.A. Tourism’s three new international representatives (India, France and the Middle East) continued their L.A. immersion training July 11 – 14, 2016. The informative itinerary provided an in-depth learning of L.A.’s diverse neighborhoods and unique leisure and cultural experiences. Highlights included The Getty Center, Warner Bros. Studio Tour Hollywood, and Sunset Ranch Hollywood. Accommodations and transportation were hosted by Hotel Angeleno and Karmel Shuttle, respectively.

BrandUSA India MICE FAM
L.A. Tourism, in partnership with BrandUSA India, hosted five Indian corporate incentive group decision makers to showcase Los Angeles during their three-city U.S. tour June 29 – July 1, 2016. The MICE planners represented an array of key industries including construction, insurance and appliances. Non-traditional venues for Indian incentive clients were highlighted including Dolby Theatre, Petersen Automotive Museum and the Santa Monica Pier.

L.A. Tourism – China
GTA Training
In partnership with GTA, L.A. Tourism’s China office launched a marketing campaign to promote member hotels, specifically China-Ready member hotels, and boost bookings among GTA's agents. A series of trainings were organized in China’s major markets throughout July including Beijing (July 1), Chengdu (July 7), Guangzhou (July 7) and Shenzhen (July 8). Approximately 25 tour operators from each city attended the training and were briefed on the latest developments in L.A. and at LAX including hotels, shopping centers and attractions. 

Roadshow with Tongcheng Travel & American Airlines
L.A. Tourism’s Guangzhou office, in partnership with Tongcheng Travel - one of China’s leading OTAs – and American Airlines, co-hosted a roadshow in Guangzhou on July 4, 2016 promoting AA's new non-stop flight from Hong Kong to LAX beginning September 7, 2016. L.A. Tourism customized high-end tour packages targeting Tongcheng's VIP clients. Nearly 80 VIP guests from Tongcheng Travel attended the roadshow, where they received updates on with LAX's latest developments and L.A.’s newest attractions and tour products. 

BrandUSA Roadshow in Shenyang & Harbin
L.A. Tourism’s China office joined two BrandUSA roadshows in Shenyang and Harbin, two major markets in China’s northeast region. Trade attendees received updates on new L.A. products and attractions such as OUE Skyspace LA, direct air service offerings and a briefing on L.A. Tourism social media platforms. A total 60 one-on-one appointments with trade representatives were secured during the roadshow.

Club California Event in Beijing
L.A. Tourism’s China office participated in Club California in Beijing on July 22, 2016. Representatives presented updated information on new happenings at LAX and L.A.’s attractions to key tour operators. In addition, China's routes development to L.A., the China-Ready Program & L.A. Angel Academy were also shared. Tour operators and L.A. Tourism collaborated on the design of tour packages to attract more Chinese arrivals to LAX.

Focus Group Study in Shanghai & Beijing
The China team participated in a focus group study in Shanghai and Beijing July 25-July 28, 2016. The focus group consisted of eight groups with 48 Chinese millennial participants and provided L.A. Tourism an in-depth learning on consumer demand and behavior, which will help future engagements with the travel trade.

Changsha In-house Training
The Guangzhou office participated in a BrandUSA in-house training in Changsha on July 27- 29, 2016. To promote Hainan Airlines recently launched twice-weekly non-stop flight to L.A., L.A. Tourism met with three key travel agents in Changsha including Qinheli Travel, Huatian Travel & Hunan Overseas Travel. Nearly 120 representatives including OPs or sales participated in the in-house training, where they learned of LAX's latest developments and L.A.’s newest tour products and attractions such as The Wizarding World of Harry Potter at Universal Studios Hollywood and OUE SkySpace LA. 

Tongcheng Travel In-House Training in Shanghai
An in-house training took place on July 28, 2016 for 20 product managers at Tongcheng Travel (LY.com) in Shanghai, one of the major OTAs in China. During the one-hour training, representatives delivered updates on new L.A. attractions, products, direct air services from China to LAX, LAX transportation options and more. Additional future in-house trainings will be arranged for their product managers in other areas of China.

L.A. Tourism – Germany
L.A. Tourism’s Germany office conducted several product update meetings with key tour operators in the region. Each meeting focused on respective operator needs and highlighted new attractions as well as how to sell them. L.A. Tourism met with representatives from DERTOUR Marketing, DERTOUR Group Travel and Hotel Contracting, Meier’s Weltreisen, TUI Group and America Unlimited.

SWISS International Airlines Adds Smart Destination GOCard Los Angeles
As part of SWISS International Airlines’ aircraft upgrade from Zurich to LAX, the airline added the Smart Destination GOcard Los Angeles to its “SWISS City Offers” on its swiss.com website, in partnership with L.A. Tourism. Airline customers travelling to Los Angeles between July and November 2016 will receive a 10% discount on SmartDestinations Los Angeles product.

L.A. Tourism – Europe
L.A. Tourism’s Europe office held client events in London and Paris to promote Los Angeles and direct air service offerings to LAX from the two key international markets. Representatives leveraged U.S. Independence Day to invite key tour operators and airlines to each event in both cities.

L.A. Tourism Public Relations held a successful media appreciation event in China July 20, 2016 as 24 media and KOLs attended an L.A.-themed dinner in Beijing. Surrounded by signs of signature L.A. neighborhoods, Korean-fusion tacos and hot beats spun by an Angeleno DJ, L.A. Tourism representatives shared visitation growth, market updates as well as new and upcoming happenings with the influential audience. New relationships were developed while ongoing ones were strengthened with key in-market journalists, as the event generated 24 online stories.

In partnership with Visit California Australia, L.A. Tourism hosted a group of Australian journalists on July 21, 2016 and highlighted several L.A. experiences such as helipad yoga at Loews Hollywood, a DTLA food tour with Avital Food Tours, a Group 3 Aviation helicopter tour and horseback riding with Sunset Ranch.

L.A. Tourism PR, in partnership with Virgin Australia, hosted a group of Australian journalists on July 21, 2016. The educational itinerary showcased signature L.A. experiences including OUE Skyspace LA and The Broad.

Journalist Mark Rogers from USA Today visited Los Angeles July 13-14, 2016 for future coverage on L.A.’s trending dining hubs: Grand Central Market and Chinatown’s Far East Plaza.

Journalist Ray Navis from Santa Barbara Independent experienced the newly renovated Sheraton Grand Los Angeles in Downtown July 10-12, 2016. His story will also feature new developments underway in Downtown L.A.  

To kick-off dineL.A.’s 2016 Summer Restaurant Week, Public Relations and Digital hosted two preview events at Providence and Bouchon Beverly Hills. Both events created an intimate culinary experience for top-tier media and social media influencers in an effort to generate social buzz for Restaurant Week and the program’s new elements such as the CA Avocado partnership and Exclusive Series.