Brand Update: 'LA Loves'

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L.A. Tourism’s brand awareness campaign continues to reinforce Los Angeles as an inclusive and diverse destination to domestic and international travelers.  A continuation of the popular 'Everyone is Welcome' initiative, 'LA Loves' messaging is inspiring leisure travel through the fall with advertising efforts focused in India, China, Canada, Mexico and South Korea. The media mix for 'LA Loves' includes outdoor, social, digital and print. 

US domestic media started in September featuring 'LA Loves' messaging in New York City, Chicago, D.C., Boston, Baltimore, Sacramento, San Diego, San Francisco, and Fresno.  The media mix includes digital, social, connected TV and outdoor in New York City (subway stations, bus terminals, bus wraps).

International markets also featured 10-second bite-size video units highlighting influencers popular in each market. Earlier this year, Galen Hooks (dancer, choreographer, creative director, producer, singer/songwriter, and actress) was featured in China; this fall, Malaika Arora (actress, dancer, model, VJ, and television personality) was featured in India; and Daniel Henney (actor, model) is featured in South Korea. Each of these celebrity influencers highlight what they love about Los Angeles through a series of vignettes and more.

Member Holiday Party at Westfield Century City

Join us for an evening of cocktails, hors d'oeuvres and celebrating the holidays with L.A. Tourism and Unibail-Rodamco-Westfield

When: Tuesday, December 4, 2018 from 6:00 pm - 8:00 pm

Where: The Cocoa Cabin at Westfield Century City, 10250 Santa Monica Blvd., Los Angeles, CA 90067

Details: Enjoy an evening full of food, beverages, music and networking to kick off the holidays! Meet team members from all Westfield LA area shopping centers and experience an insider's look at Cocoa With Santa, Westfield Century City's premier holiday event. 

Parking: To have your parking validated at the event, sign up for Smart Parking before arriving to the center and your parking will be free of charge. Normal rates will apply for non-Smart Parkers.

Member Tip

It's the last chance to order L.A. Tourism's 2018 Official Visitors Guide. To do so, log into the Member Portal, select Collateral & then Materials Request.

Exclusive Member Educational Webinar: Make an Impactful Listing on The New DiscoverLosAngeles.com

Get a sneak-peak of the brand new DiscoverLosAngeles.com, launching in 2019.
Plus, learn about how you can make the most of your Member listing.

When: Wednesday, December 12th at 10:00AM

Where: Online - Link to webinar will be emailed to members soon

Agenda:

  • Preview of new website, Member listing pages, and advertising opportunities
  • Learn what's needed to create an impactful listing
  • How to update your listing through the Member Portal

Member questions can be submitted online during the webinar. 


INDUSTRY NEWS & NOTES

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LAX Airport and American Airlines broke ground on a $1.6 billion transformation of Terminals 4 and 5 in October 2018. The project will fully modernize and update the infrastructure of LAX’s two busiest domestic terminals. When completed, the new facility will create a world-class customer experience from end to end, with open and efficient check-in and security processing areas, more inviting gate areas with increased seating and access to modern amenities, and greater ability for airline operations to quickly adapt to and incorporate rapidly evolving new technologies. The first phase of the work, which amounts to a $287 million initial investment, will result in the construction of a Terminal Vertical Core between Terminals 4 and 5, which will connect to the Automated People Mover. The project marks American's largest investment at a single airport in American’s 92-year history and reaffirms the airline’s commitment to Los Angeles. In total, the project is expected to generate more than 6,000 jobs.

LAX Airport forecasted a record 2.52 million passengers over the 11-day Thanksgiving travel period, a 4.25% increase from last year's 2.42 million passengers. The busiest travel days were the Monday after Thanksgiving, with more than 251,000 guests expected, and the Sunday after Thanksgiving, with nearly 249,000 travelers anticipated.

AAA estimated 54.3 million Americans traveled 50 miles or more from home during Thanksgiving, a 4.8% increase over last year. The 2018 holiday weekend is estimated to be the highest Thanksgiving travel volume since 2005. The vast majority of travelers, 48.5 million, will hit the road via automobile - nearly 5% more than last year.

The Los Angeles Convention Center (LACC) launched a strawless campaign on Nov. 9, 2018, announcing it will cease the use of 250,000 straws annually to protect the planet. Paper straws will be used only for blended coffee beverages until other solutions are accessible.