"It highlights the passion, optimism, and commitment we have for our community."
Los Angeles Tourism has launched “We Love LA” campaign, inviting visitors to immerse themselves in LA’s breadth of attractions, vibrant culinary scene, outdoor adventures, and world-class sports and entertainment offerings.
Tapping into a familiar tune to Angelenos, the “We Love LA” campaign takes viewers through a perfect day in LA, drawing inspiration from Newman’s song, which has become synonymous with home team post-game celebrations.
The campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, DC, Boston, and Seattle, as well as international markets, such as Australia, France, Mexico, South Korea, Japan, and the United Kingdom.
In Australia, unique experiential activations such as “Taste of LA”, will take over Sydney’s Hollywood Quarter from May 1st-11th, with venues hosting LA-themed events as well as LA-style food and drink offerings, bringing LA vibes to Sydneysiders.
Los Angeles Tourism president and CEO Adam Burke said the beginning of the year was incredibly challenging for the Los Angeles community.
"As we look ahead to recovery, we remain committed to the 543,000 Angelenos and more than 1,000 local businesses who depend on tourism for their livelihoods,” Burke said.
“The best way that individuals can help our community recover, keep businesses open, and sustain our community in this time of need is by booking a trip to our City of Angels for leisure, business, or meetings & events.
“‘We Love LA’ isn’t just a tagline – it highlights the passion, optimism, and commitment we have for our community. As one of the primary gateways to the United States, our City of Angels is ready to roll out the red carpet for visitors from around the globe and help our community to heal.”
The ad was created by Los Angeles Tourism’s creative director, Shelley Leopold, and director Matt Baron, with the award-winning production company Partizan.
Los Angeles Tourism senior vice president, brand and digital marketing Bill Karz said Los Angeles is one of the world’s most inclusive and welcoming communities, where visitors instantly feel at home.
“The ‘We Love LA’ campaign celebrates the authentic experiences and everlasting civic pride that define our city," Karz said.
"From its unique culture to unforgettable moments, LA’s essence is woven into every local and visitor experience. This campaign is truly a heartfelt love letter to the City of Angels, and we’re so proud to share it with the world.”
Aligned with Los Angeles Tourism’s community-centered mission, the campaign features local Angelenos as brand ambassadors, showcasing the city's iconic attractions as stunning backdrops, including:
- Earvin “Magic” Johnson, Basketball legend and Los Angeles Dodgers Co-Owner
- Lil Buck, Dancer
- Mister Cartoon and his son, Leftye, artists
- Tonantzin Carmelo, Tongvan actress
- Javier Cabral, Food journalist and editor of LA Taco
- Robert Vargas, muralist
- Raul Ortega, owner of food truck Mariscos Jalisco
