Words from Wooden - March 2016

President and CEO Ernest Wooden Jr., LATCB

With the spring travel season rapidly approaching, I am excited to share with you our new advertising campaign which launched last week. Discover Los Angeles is inviting curious travelers, and more specifically the ever-important millennial markets, to “Get Lost In L.A.” The campaign capitalizes on the epic moments Los Angeles is having in the culinary, culture, fashion and creative spheres while harnessing millennials’ love for the destination and wanderlust.

Our television spot, which you may view here, brings to life these beautiful fun-filled moments in the form of a cinematic snapshot of a millennial couple’s serendipitous 24 hours in Los Angeles. We know millennials in particular embody an ‘anything is possible’ attitude about L.A. and we’re encouraging our visitors to ‘get lost’ in our dramatic sunsets, renowned art, world-class dining and other only-in-L.A. experiences.

Running through April, the campaign includes a combination of television and high-impact, out of home advertising in our key long-haul markets: New York, Chicago and Washington D.C. Long-form video, interactive and extensive digital as well as social media efforts will run in those markets and also in San Francisco, San Diego, Sacramento and Fresno. You can learn more about “Get Lost In L.A.” in this month’s News & Notes section.

I’d also like to share with you the fantastic results of our industry for the month of January. More than $16.9 million in Transient Occupancy Tax (TOT) was collected for the City’s General Fund, which, to date, puts the cumulative total for this fiscal year 11.9% above FY2015.

These are just a few of the many updates on L.A. Tourism and our industry that we’re sharing with you in this month’s newsletter. As always, we will be here, working on behalf of all of our members and partners to keep the world coming to Los Angeles.

Best wishes,
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Ernest Wooden Jr.
President and CEO
Los Angeles Tourism & Convention Board