LOS ANGELES TOURISM ANNOUNCED AS WINNER OF VISIT CALIFORNIA POPPY AWARD FOR BEST BRAND ADVERTISING CAMPAIGN
Los Angeles Tourism’s “We Love LA” campaign recognized as the best in California
LOS ANGELES, Calif. (March 23, 2026) -- Los Angeles Tourism & Convention Board (Los Angeles Tourism) was honored with a Visit California Poppy Award for Best Brand Advertising Campaign at a ceremony held March 11 at the Gaylord Pacific Resort & Convention Center in Chula Vista. The organization was recognized for its “We Love LA” campaign.
“We Love LA” pulls back the curtain on the authentic Los Angeles experience, inviting visitors to explore the city’s diverse neighborhoods, vibrant culinary scene, outdoor adventures, and world-class sports and entertainment. Inspired by the iconic song by Randy Newman—a soundtrack synonymous with home team celebrations across Los Angeles—the campaign captures the energy and pride that define a perfect day in LA.
Creatively executed in-house, the campaign exceeded expectations, reaching more than 150 million people worldwide and generating over 2.7 billion impressions and 450 million video views. Originally targeting 100 million people, the campaign quickly gained momentum as Members, partners, and Angelenos amplified the message across their channels, transforming it into a citywide rallying cry. Strategic placements in nine U.S. markets and international activations, including airline partnerships, strengthened Los Angeles’ position against competing destinations and helped drive visitation ahead of the city’s global event calendar. By highlighting authentic Angeleno voices, the campaign also shifted global perceptions and celebrated the diversity, creativity, and resilience that define Los Angeles.
“Receiving a Poppy Award for the “We Love LA” campaign is incredibly meaningful for our team,” said Eileen Hanson, Chief Marketing Officer of LA Tourism. “From the beginning, the goal was to showcase the authentic experiences and perspectives that make Los Angeles unlike anywhere else in the world. It’s rewarding to see how the campaign resonated so strongly with audiences and brought our tourism community together to celebrate the city we all love.”
"California's tourism industry continues to set the standard for creativity and excellence," said Caroline Beteta, president and CEO of Visit California. "This year's Poppy Award winners have demonstrated exceptional innovation in their campaigns, showcasing the incredible diversity and vitality that makes California the nation's top travel destination. We're honored to recognize their outstanding contributions to our industry."
Visit California's biennial Poppy Awards recognize destinations and attractions across California for excellence in tourism marketing and destination stewardship. A panel of industry marketing experts reviewed more than 170 submissions for the 2026 awards and selected winners across eight categories.
The awards ceremony was held during Visit California's annual Outlook Forum industry conference, which took place March 10-12 and was attended by more than 800 tourism industry leaders.
Comedian, actor and host of the California Now podcast Josh Meyers hosted the awards ceremony, bringing his signature humor and deep affection for the Golden State to the evening’s festivities.
2026 Poppy Awards Winners
Best Brand Advertising Campaign
($1 million & up)
- San Diego Zoo 'Pandas Are Coming' Brand Campaign – San Diego Zoo Wildlife Alliance
- We Love LA – Los Angeles Tourism & Convention Board
(under $1 million)
- 100 Days of Belmont at Belmont Park – Belmont Park
- Visit Oxnard Brand Refresh: "A Beat Apart." – Visit Oxnard
Best Content Marketing
- SIXT "Undercover Laker" Program with Lakers Legend James Worthy – SIXT Rent a Car, LLC
- The "Whizzle Stop": The Swankiest Restroom on Rails – Mendocino Railway
- Portraits of San Diego: A Culture of Happiness – San Diego Tourism Authority
Best Influencer Campaign
- OSEA x Murrieta Hot Springs: Reviving History Through Wellness – Murrieta Hot Springs Resort
- "Meet Me at The Flower Fields" Modern Day Pen-Pal Campaign – Visit Carlsbad
Best Public Relations Campaign
- Dino Valley Grand Opening – LEGOLAND California Resort
- Launch of FOSO (Fiber Optic Symphonic Orchestra) at Sensorio – Sensorio
- Visit Anaheim Launches Kid-Powered Imaginagency – Visit Anaheim
Best Strategic Partnership
- Baby Shark's 10th Anniversary x HoJo Anaheim's 60th: A Splashy Family Fun Partnership – Howard Johnson Anaheim
- Travel The Cannabis Trail – Visit Oakland
Best Sustainability or Resilience Award
- The Intersection of Sustainability and Hospitality – The Ranch at Laguna Beach
- Visit Pasadena's Recovery Campaign – Visit Pasadena
Best Trade or Media Activation
- London Week – Visit Newport Beach
- 7 Paintings: The Art of Dining – The Ameswell Hotel
California Welcome Center of the Year
- California Welcome Center - Oceanside – Visit Oceanside
To close the evening, Caroline Beteta, president and CEO of Visit California received the California Dreamer Award, in recognition of her longstanding commitment to travel and tourism and her visionary leadership in creating and guiding Visit California. The California Dreamer Award honors individuals who embody California’s pioneering spirit and have made exceptional contributions to the state’s tourism industry.
About the Poppy Awards
Crafted by California artisan Nicholson Blown Glass in Auburn, Poppy Awards are bestowed every two years to acknowledge the best of California's tourism promotion. Programs started Jan. 1, 2024 or after were eligible for the 2026 Poppy Awards. Submissions were reviewed by Visit California staff, then blind judged by California travel industry experts.
About Outlook Forum
Outlook Forum is the premier travel industry conference for California, the No. 1 tourism destination in the United States. Outlook Forum brings together C-suite executives and industry decision-makers from California's hotels, rental cars, attractions, restaurants, retailers and other travel businesses, as well as representatives from Visit California's global network of offices.
About Los Angeles Tourism]:
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the official, non-profit tourism promotion organization for the City of Angels, and the ultimate resource for where to stay and play in the LA area. With its mission to improve the quality of life for all Angelenos through the economic and community benefits of tourism, LA Tourism is proud to support more than 1,000 local businesses who depend on tourism for their livelihoods.
Los Angeles is a dynamic, ever-evolving destination – where diversity thrives, and everyone is welcome. Discover the true LA by exploring its more than 30 culturally rich neighborhoods, each one offering a distinct vibe. LA is home to more than 300 days of warm sunshine, 75 miles of idyllic shoreline, more museums and performing arts venues than any other U.S. city, and an innovative culinary scene led by influential tastemakers. A global creative capital and the epicenter of the sports universe, LA presents limitless possibilities for visitors from around the world. For more information, visit discoverlosangeles.com, follow at facebook.com/discoverlosangeles, or @discoverla on Twitter, Instagram and TikTok.
ABOUT VISIT CALIFORNIA:
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs -- in partnership with the state's travel industry -- that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor's Guide, go to visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.
