NP 2023

LOS ANGELES (September 2023) — Los Angeles Tourism proudly launched its Fall 2023 “Now Playing” ad campaign on September 18, 2023. The campaign is a reimagination of the original creative launched last year and will target domestic and international audiences as Los Angeles Tourism continues to fuel economic recovery in Los Angeles. 

“Following the success of last year’s ‘Now Playing’ campaign, we’re excited to introduce reimagined creative that focuses on several of our City’s incredible product pillars, including arts and culture, dining and nightlife, shopping and fashion, outdoors and wellness, theme parks and attractions and pro sports and live events. In collaboration with our new media buying agency, Allied Global, the creative allows us to explore inventive avenues for placement, including Times Square in New York, Kings Cross in London and multiple locations throughout Australia,” said Bill Karz, Senior Vice President, Brand and Digital Marketing.

The campaign features product-driven :15 and :06 second spots crafted by award-winning film title innovators, Imaginary Forces. The eye-catching motion graphics are driven by the iconoclastic tune “Wanna Be in LA” by SoCal’s own Eagles of Death Metal. 

The awareness-driven campaign will emphasize tactics including Cable, Connected TV, Online Video, Out-of-Home Billboards (OOH), search, social and popular podcasts. The campaign consists of a significant investment in OOH, including large placements in iconic locations like Times Square, Kings Cross and throughout Australia. 

As of September 2023, the first iteration of the organization’s “Now Playing” campaign had generated more than $2 billion of incremental direct spending in the Los Angeles Market. 

The Fall flight will run through November and will return in the Spring. 

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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 X, Instagram and TikTok.