Los Angeles Tourism Launches "L.A. Story" Advertising Campaign

Integrated TV, Digital, Outdoor, and Social Campaign Showcases the City’s
Storytelling Heritage and Inspires Tourism to this Iconic U.S. Destination

LOS ANGELES (April 7, 2014) – The Los Angeles Tourism & Convention Board (L.A. Tourism) announced today a new advertising campaign designed to build awareness, interest, and visitation to this iconic U.S. destination. In celebration of the city’s deeply-rooted storytelling history – as seen in both its ties to the entertainment industry and the unique stories of its residents and visitors alike–the destination-themed brand advertising campaign, called “What’s Your L.A. Story?,” captures and shares stories from Los Angeles’ more than 42 million annual visitors.

This is the first time L.A. Tourism, in partnership with California-based advertising agency HEILBrice, has embarked on a global advertising initiative of this scale with advertising in both key domestic and international markets to inspire spring and summer travel to the City of Angeles.  The $5 million campaign runs through mid-June.  

The TV ads, running domestically, include one 30-second ad that sets up the storytelling premise of the campaign and is complemented by a collection of nine different rotating 15-second spots inspired by real-life stories. “What’s Your L.A. Story,” demonstrates that L.A. offers travelers an endless and diverse range of experiences, from iconic attractions to events and exhibits, to special moments and chance encounters with celebrities. The spots also feature the song, “L.A. Story,” from American singer, songwriter Sammy Adams. To see the ads, visit http://www.discoverlosangeles.com/lastory. 

The L.A. Tourism domestic TV advertisements are one component of a larger campaign that includes digital and social elements internationally to provide consumers with destination content and itineraries to inspire their individual L.A. stories. Digital advertising appears in several international markets including Australia, Canada, China and the UK. The campaign is further complemented by social initiatives to reach global consumers and a microsite has been created to capture photos tagged with #LAStory to provide a year-long travelogue based on firsthand traveler experiences.

“Everyone has an L.A. story and we set out to capture this emotional connection this year in our new campaign,” said Don Skeoch, Chief Marketing Officer for L.A. Tourism. “The mix of TV, digital and social and online sharing components was designed to address both the traditional and non-traditional ways global travelers consume media today.  It also allows L.A. Tourism to utilize the strengths of each platform to tell stories in different ways about all the uniquely L.A. experiences our diverse city has to offer.”

“Because of the breadth and depth of experiences in Los Angeles, visitors to the destination can customize their L.A. visit to the activities that they love—whether it’s art and culture, outdoor activities, music, sports, shopping, or sight-seeing,” said Jeff Morris, President of HeilBrice. “The campaign has the added benefit of taking Los Angeles’ diversity and vastness, which can be overwhelming to some and making it accessible, personal, and meaningful.”

Travelers seeking itinerary suggestions and inspiration on how to begin their L.A. Story can find additional information by visiting: www.discoverlosangeles.com/LAStory and join LA Tourism’s more than one million Facebook followers at facebook.com/LosAngelesFan or follow @discoverLA on Twitter and Instagram.

Media Contacts

Susan Lomax               
Vice President, Communications           
Phone: 213-236-2397           
Fax: 213-624-9746           
[email protected]            

Andrea Alava
Media Manager, International
Phone: 213-236-2320
Fax: 213-624-9746
[email protected]