"There are countless reasons to visit Los Angeles right now."
Los Angeles Tourism has launched ‘Now Playing’ as it prepares to host a series of major sporting events over the next decade.
The multi-million-dollar campaign, inspired by the Olympic flag handover, will feature 30-second, 15-second and 6-second advertisements for a variety of audiences across the US and around the world.
It will also include key large-format out of home placements in Sydney, Melbourne, and Brisbane in Australia and London and Manchester in the UK.
Los Angeles Tourism president and CEO Adam Burke said the campaign captures the city’s spirit and “endless” activities.
“While we eagerly anticipate welcoming global visitors for major events like the 2026 FIFA World Cup, 2027 Super Bowl, and 2028 Olympic and Paralympic Games, there are countless reasons to visit Los Angeles right now,” he said.
“From the multi-billion-dollar modernisation of Los Angeles International Airport to nearly 9,000 new hotel rooms added at virtually every price point to the countless new attractions coming to LA, there’s something new to discover in our City of Angels 24/7/365.”
The campaign shines a light on a number of neighborhoods in Los Angeles, including Chinatown and Leimert Park, and leverages the ‘Now Playing’ tagline by adapting it into variations like ‘Now Exploring’ and ‘Now Inspiring’.
Los Angeles Tourism's senior vice president of brand and digital marketing Bill Karz said the campaign highlights that something is always happening in LA.
"LA Tourism’s Fall 2024 campaign is an exciting evolution of the ‘Now Playing’ campaign that was created to capture the vibrant energy of Los Angeles,” he said.
“We were also privileged to feature American Paralympic athlete Blake Leeper, whose unstoppable spirit embodies LA’s essence, adding a powerful narrative to the campaign.”
