Los Angeles Tourism & Convention Board has unveiled an advertising campaign to help it continue its recovery from the pandemic.
The Now Playing campaign highlights attractions, experiences, entertainment and accommodations available in the Californian city.
It will appear in traditional and digital marketing channels in the US and international markets including the UK and encourage consumers to book their next trip to the city.
The number of UK travellers is expected to recover to 2019 levels by 2025, according to the tourism board, which says there are currently 62 direct flights to the city and 17,680 seats available each week.
Adam Burke, president and chief executive, said: “The UK and Ireland has always been among our top inbound markets, and we won’t see full recovery in Los Angeles without the return of these valued guests.”
“Now Playing instantly evokes what’s unique about Los Angeles,” said Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board.
“With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes LA an unparalleled visitor destination.”