Los Angeles targets UK with new ‘Now Playing’ campaign

Los Angeles Tourism invites visitors to discover what’s “Now Playing” in the City of Angels with the kick-off of a creative new advertising campaign spotlighting the incomparable breadth of attractions, experiences, entertainment and accommodations found only in L.A.  

Launching now, the campaign is slated to appear in traditional and digital marketing channels, both in the United States. and in key international markets including the United Kingdom, Australia, Canada and Mexico.

The recovery of travellers from the U.K. to Los Angeles is already well underway. The market is expected to recover to 2019 levels by 2025, aided by a strong increase in airlift from the U.K. to Los Angeles International Airport (LAX). Currently, 62 direct flights and 17,680 seats are available per week.

“The U.K. and Ireland have always been among our top inbound markets, and we won’t see a full recovery in Los Angeles without the return of these valued guests,” said Adam Burke, President & CEO of Los Angeles Tourism.

The Now Playing campaign aims to support that recovery. Shot on location at several iconic L.A. sites, the creative combines live-action film, music, animation and voiceover to create a dazzling mix of campaign content. Leading the campaign is a dynamic: 30-second ad portraying a writer at work on an ever-changing screenplay that follows a group of friends as they crisscross the city, visiting L.A. highlights such as the Hollywood Walk of Fame, The Los Angeles County Museum of Art, The Music Center and Venice Beach.

“Now Playing instantly evokes what’s unique about Los Angeles,” said Don Skeoch, Chief Marketing Officer for the Los Angeles Tourism & Convention Board. “With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes L.A. an unparalleled visitor destination.”

True to Los Angeles’ identity, the ad also features top talent that give the campaign an added touch of Hollywood magic. Both ads are narrated by stage, screen and TV veteran Jenifer Lewis, who recently starred as the comedic matriarch on ABC’s hit television show, “black-ish.” Steve Aoki, Southern Californian DJ, record producer, executive and heir to the Benihana restaurant franchise also lends his creative talents with a colourful performance on the spot.

“I walk in my joy because I live in one of the most beautiful cities in the world,” said Jenifer Lewis. “I love nature, the ocean, the sunrise and sunset, Los Angeles has got it all from A to Z… we live in paradise.”

‘Now Playing’ advertising will appear in the U.K. as part of Visit California’s marketing campaign in the coming months, encouraging consumers to book their next trip to the City of Angels.