LA Tourism has invested over £1 million in a new consumer advertising campaign across the UK and Ireland.
The £1.072m ‘Now Playing’ campaign has been designed to “complement existing trade and PR activity” and will run nationwide with a focus around London, the home counties and Greater Manchester.
Activity will run in October and November before returning in early 2024, and will include adverts on ITV and ITVX and out-of-home placements including buses, billboards and trams.
Social media, display and online adverts will also be included, in addition to a billboard takeover in the Northern Line ticket hall at King’s Cross station until October 24, and a hologram in King’s Cross this week and at Westfield White City from October 26-27.
The activations were officially launched on Wednesday by the tourist board’s senior vice-president for global tourism development Kathy Smits (pictured, right) and Francine Sheridan (left), regional vice-president for Europe and the Middle East.
Sheridan said: “This is LA Tourism’s biggest ever consumer advertising investment in the UK and Ireland, showing our continued support for these key markets.
“We are excited to bring our consumer advertising to Ireland and the Manchester area for the first time to target travellers in these important regions, complementing our long-standing trade and PR efforts.
“We expect the new creative will entice travellers to choose LA for studios and attractions, food, outdoors and wellness, sports, shopping, and arts and culture.”
Smits added: “The direct air service from the UK and Ireland to LA has already surpassed 2019 levels, making it even easier for British and Irish holidaymakers to experience the Los Angeles lifestyle. We anticipate this campaign will inspire more people to choose LA in 2024.”
Forecasts predict there will be 340,000 visitors to LA from the UK and Ireland in 2023, a 25% increase from 2022’s total of 270,000 visitors, and 2019 visitation levels will be surpassed in 2024.