LOS ANGELES TOURISM LAUNCHES EVENT-BASED MARKETING CAMPAIGN TO DRIVE HOTEL BOOKINGS BY ENTICING VISITORS AND ANGELENOS TO COME FOR AN EVENT AND STAY FOR THE NIGHT
LOS ANGELES TOURISM LAUNCHES EVENT-BASED MARKETING CAMPAIGN TO DRIVE HOTEL BOOKINGS BY ENTICING VISITORS AND ANGELENOS TO COME FOR AN EVENT AND STAY FOR THE NIGHT
Campaign employs fresh creative and a suite of new assets to drive hotel bookings and court visitors from within Los Angeles and local and short-haul markets, including San Francisco, San Diego, Sacramento, Fresno, Santa Barbara, Palm Springs, Las Vegas, and Phoenix
LOS ANGELES (June 4, 2024) – Los Angeles Tourism is proud to launch a local and short-haul advertising campaign under the banner of ‘Now Playing’ with a spend of $1 million, which aims to entice visitors from nearby areas to come for an event and stay for the evening in the vibrant City of Angels.
“With everything that’s new and ‘Now Playing’ in our City of Angels—including world-class entertainment, sports, arts & culture, and culinary offerings—there are endless experiences for visitors and locals alike. LA Tourism’s newest campaign invites Angelenos and our neighbors across the region to explore and rediscover what makes LA such a unique and dynamic place to live, work, and play,” said Adam Burke, President & CEO, Los Angeles Tourism.
Leveraging the abundance of events happening across Los Angeles, the campaign employs fresh creative and a suite of new assets that appear across out-of-home placements, social media platforms, ticketing websites, display/video, radio broadcasts and online search engines. The campaign aims to court visitors from within Los Angeles as well as from short-haul markets, including San Francisco, San Diego, Sacramento, Fresno, Santa Barbara, Palm Springs, Las Vegas and Phoenix.
“Based on annual survey data of U.S. travelers, more than half of LA's top domestic feeder markets are within driving distance,” said Bill Karz, Senior Vice President, Brand & Digital Marketing, Los Angeles Tourism. “With LA set to host hundreds of sporting events, concerts, and festivals this summer, it’s the perfect time to launch this campaign and boost hotel room demand.”
According to Tourism Economics projections, approximately 67% of domestic overnight visitors drove to Los Angeles for their vacation in CY2023, which includes both short-haul and long-haul visitors who opted for a road trip. In addition, according to Longwoods International, 63% of domestic overnight visitors experience an entertainment activity, and 35% of domestic overnight visitors participate in a sporting activity when visiting Los Angeles.
The campaign launch coincides with the debut of a new webpage on Discover Los Angeles, encouraging visitors to book a hotel stay near an upcoming event. It will be bookended by LA Pride in early June and Dine LA Restaurant Week, LA Tourism’s signature culinary program, which will return to a summer and winter rotation this year, kicking off from July 12-26.
The campaign’s launch follows LA Tourism’s annual year-end announcement, where the organization highlighted that it welcomed 49.1 million visitors in 2023 —97 percent recovered to 2019, our benchmark year—including 43.3 million domestic visitors (100 percent recovered to 2019 levels) and 5.8 million international visitors (nearly 79 percent recovered to 2019). Tourism to the City of Los Angeles generated $40.4 billion in total business sales (106.9 percent of 2019 levels), and more than 530,000 tourism-related careers for Angelenos.
Images from the campaign can be found here.
For more information, visit: https://www.discoverlosangeles.com/event-hotels.
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ABOUT LOS ANGELES & LOS ANGELES TOURISM
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the LA area.
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.
MEDIA CONTACTS
Chris Heywood
Senior Vice President, Global Communications
Meryl Vissel
Director, Corporate Communications
