A significant promotional strategy has been launched by Los Angeles to boost tourism from the UK and Ireland using the ‘Now Playing’ campaign.
- The campaign is leveraging multiple advertising channels, including television, social media, and prominent LED displays at football matches.
- Innovative initiatives feature collaborations with artists and strategic takeovers of high-traffic areas like Manchester Victoria station.
- The city aims to recover 93.8% of its pre-pandemic tourism levels, with a projected 370,000 visitors from the UK and Ireland in 2024.
- Notable investments in creative marketing have already resulted in over $2 billion in direct spending in Los Angeles.
In a forward-thinking move, Los Angeles has initiated a comprehensive marketing campaign titled ‘Now Playing,’ targeting the UK and Ireland as key overseas markets. This ambitious initiative is part of a broader effort to enhance the city’s visibility and allure as a prime travel destination.
The campaign’s strategy includes an extensive use of various media platforms, incorporating TV adverts, social media engagement, online video content, and eye-catching LED pitch-side advertising at Premier League and FA Cup matches. This multi-channel focus aims to capture the attention of potential tourists through diverse and dynamic media outlets.
Further enhancing its innovative approach, the campaign involves artistic contributions such as a mural by LA street artist Mister Cartoon showcased outside Village Underground in Shoreditch. Additionally, it includes strategic takeovers of prominent locations, exemplified by an LA-themed exhibition at Manchester Victoria station, designed to immerse and captivate audiences.
Projecting a rise in international visitors, Los Angeles anticipates achieving 93.8% of its pre-2019 pandemic tourist levels. The city is set to welcome an estimated 370,000 visitors from the UK and Ireland in 2024, marking a significant 12.1% increase from the previous year. This makes the region the third largest source of international tourists to Los Angeles, following China and Australia/New Zealand.
The campaign, led by LA Tourism’s strategic vision, has already seen tremendous success, generating more than $2 billion in additional direct spending in the city. Francine Sheridan, Regional Vice President for Europe and the Middle East, reiterated their commitment to the UK and Ireland markets, highlighting the importance of these nations as key contributors to Los Angeles’s tourism economy.
This strategic and creative campaign is poised to further strengthen Los Angeles’s position as a leading international tourism destination.
