Los Angeles Tourism has launched a ‘We Love LA’ campaign in the UK, highlighting the city’s attractions, culinary scene, outdoor activities, sports and entertainment offerings.
The ad campaign takes viewers through a “perfect day in LA”, inspired by Randy Newman’s classic song, I Love LA.
Advertisements with the slogan will appear in commuter stations around London, including one of the UK’s biggest digital billboards at Waterloo station, and at high-profile locations in Manchester such as the Axis Tower and Arndale Shopping Centre.
There will be digital ads on Google and social media, and spots on ITV, including during England’s World Cup qualifiers to promote LA as a host city for the FIFA World Cup 2026.
Francine Sheridan, Europe and Middle East regional vice-president for Los Angeles Tourism, said: “The campaign is designed to generate enquiries for the trade and ultimately increase bookings to LA.
More: LA tourism chief targets growth from UK and Ireland market despite wildfires
Tourists urged to ‘plan a trip’ to support Los Angeles wildfire recovery
“We Love LA isn’t just a tagline – it highlights the authentic, passionate spirit that visitors will find in Los Angeles.
“As one of the primary gateways to the US, our City of Angels is always ready to roll out the red carpet for visitors from across the UK and Ireland.”
Bill Karz, senior vice-president of brand and digital marketing at Los Angeles Tourism, added: “The ‘We Love LA’ campaign celebrates the authentic experiences and everlasting civic pride that define our city. From its unique culture to unforgettable moments, LA’s essence is woven into every local and visitor experience.”
The campaign features local Angelenos as brand ambassadors, such as basketball star Earvin “Magic” Johnson, dancer Lil Buck, Tongvan actress Tonantzin Carmelo, and Javier Cabral, Food journalist and editor of LA Taco.
The tourist board also noted “significant” infrastructure and development projects in progress, such as the modernisation of Los Angeles International Airport and upcoming events such as the Fifa World Cup in 2026, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games.
Advertisements will appear on one of the UK’s biggest digital billboards at Waterloo station