Don Skeoch: “Aussies and Angelenos have a long history of friendship."
Los Angeles Tourism has raised the curtain on an Australian advertising campaign, via their in-house creative agency that invites Australians to discover what’s 'Now Playing' in the City of Angels.
In collaboration with Visit California, the AUD $2.2 million media buy will target Australia’s east coast - via out of home, broadcast video on demand, connected TV, native and social media.
The campaign launches today and runs through to March 2023. The campaign marks a number of firsts for Los Angeles Tourism, with the largest Australian advertising spend in history by a U.S. city tourism office; the largest spend in any international market by the Los Angeles Tourism Board ever; and the first time Los Angeles Tourism has concurrently run advertising in the key markets of Sydney, Melbourne and Brisbane - all offering direct air service to Los Angeles International Airport (LAX).
“Now Playing” creative shines a Hollywood spotlight onto the incomparable breadth of attractions, experiences, entertainment and accommodations found only in L.A. Shot on location at several iconic L.A. sites and featuring DJ, record producer and executive Steve Aoki, along with narration by stage, screen and TV veteran Jenifer Lewis, the spot combines live-action film, music, animation and voiceover to create a dazzling mix of campaign content.
Leading the campaign is a 30 second ad that pays homage to the city’s reputation as the entertainment capital of the world. The story opens on a writer at work on an ever-changing screenplay that follows a group of friends as they criss-cross the city, visiting Los Angeles County Museum of Art (LACMA), hiking in Griffith Park by the Hollywood Sign, spending a night out at the Hollywood Bowl, enjoying Leo's Tacos and experiencing Venice Beach.
Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board, said: “Aussies and Angelenos have a long history of friendship, due to our similar climates, attitudes and way of living."
Visit California president & CEO Caroline Betet, said: “California has always been the first stop for Aussies dreaming of visiting the United States, and we invite them to return to explore all of the dreamworthy experiences on offer.
“Since 2020, California has truly seen a renaissance of new hotels, attractions and cultural wonders, especially in Los Angeles. There has never been a better time to visit.”
Credits:
Client: Los Angeles Tourism
CMO: Don Skeoch
VP, Brand & Digital Marketing: Bill Karz
Creative Director: Shelley Leopold
Production Company: Plus Plus Productions
Director: Pablo Delgado
Head of Production Dave Horowitz
Creative & Executive Producer: Eva Ruiz de Chávez
Media Buying Agency: MBuy
Partner: Visit California
