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By Audrey Kemp, LA Reporter

October 12, 2023 | 5 min read

The City of Angels’ latest awareness initiative arrives as tourism from the UK and Ireland is expected to increase 25% this year.

The Hollywood sign, palm tree-lined streets, local garage rock bands: all are ‘Now Playing’ in LA.

A new cinematic campaign from Los Angeles Tourism aims to beckon those bracing for rain in the United Kingdom and Ireland to visit sunny Los Angeles this fall.

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Los Angeles Tourism, also known as LA Tourism, this week launched its largest-ever consumer-facing awareness campaign in the UK and Ireland: ‘Now Playing.’

The initiative is part of a larger global campaign spanning the US, the United Kingdom and Ireland, Australia and New Zealand, Mexico and Canada, culminating into an $8.6m investment.

“This is LA Tourism’s biggest ever consumer advertising investment in the UK and Ireland, showing our continued support for these key markets,” commented Francine Sheridan, regional vice-president of Europe and Middle East at LA Tourism.

“We are excited to bring our consumer advertising to Ireland and the Manchester area for the first time to target travelers in these important regions, complementing our long-standing trade and PR efforts. We expect the new creative will entice travelers to choose LA for studios and attractions, food, outdoors and wellness, sports, shopping, and arts and culture.”

The brand’s forecasts suggest the campaign will reach over 750m impressions this autumn. Meanwhile, 340,000 visitors from the UK and Ireland are expected to visit LA this year, a 25% increase from 2022.

In the creative, viewers see various iconic sites the city has to offer, including the Los Angeles Museum of Contemporary Art (Lacma) Lights, the Academy Museum and the Walt Disney Concert Hall, each synced with the song WannaBe in LA by SoCal-based rock band Eagles of Death Metal.

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The campaign kicked off on Monday with a hologram and billboard takeover at King’s Cross station in London, England.

As part of the campaign, LA Tourism is also conducting consumer advertising in Ireland and the Manchester area for the first time. The campaign will cover the entirety of the UK and Ireland, with increased focus on travelers based in and around London and the home counties as well as Greater Manchester and its surroundings.

“The direct air service from the UK and Ireland to LA has already surpassed 2019 levels, making it even easier for British and Irish holidaymakers to experience the Los Angeles lifestyle,” Kathy Smits, senior vice-president of global tourism development at LA Tourism, added. “We anticipate this campaign will inspire more people to choose LA in 2024.”

The campaign‘s creative concept was developed entirely in-house by Los Angeles Tourism’s creative director Shelley Leopold, while award-winning production company Imaginary Forces brought the video content to fruition.

The work will run in October and November before returning in early 2024. Its media buy, handled by Allied Global Marketing, will encompass cable, connected TV, online video, out-of-home billboards, search, social and podcasts. Out-of-home work placements comprise Times Square, NYC, King’s Cross, London, and multiple locations throughout Australia.

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