Today, Los Angeles Tourism unveiled its largest ever advertising campaign in Australia, titled “Now Playing,” asking Aussies to come experience the best of what the City of Angels has to offer.
The out-of-home, broadcast video on demand, linked TV, native, and social media campaign, costing a total of AUD $2.2 million and produced in partnership with Visit California, will focus on Australia’s east coast.
Many First Times
Los Angeles Tourism will launch a groundbreaking advertising campaign in Australia. It began on November 7 and running through March 2023. It marks the first time a U.S. city tourism office has spent so much on advertising in Australia.
It is also the first time the Los Angeles Tourism Board has spent so much on advertising in any international market and the first time Los Angeles Tourism has simultaneously run advertising in key markets Sydney, Melbourne, and Brisba.
Los Angeles has always seen Australia as an essential market. Before the 2019 flu epidemic, Los Angeles had 421,000 tourists from Australia. This made Australia the second-biggest international visitor market, behind only China.
Los Angeles Tourism anticipates that Australian tourism will rebound to pre-pandemic levels by 2024 (410,000) or 2025 at the latest, thanks in large part to this impending massive advertising campaign (440,000).
Los Angeles Tourism’s Sydney office, which stayed open throughout the epidemic despite the closed borders to aid in planning and recovery efforts, just celebrated its ten-year anniversary.
Los Angeles Tourism & Convention Board
According to Don Skeoch, the Chief Marketing Officer for the Los Angeles Tourism & Convention Board, “Aussies and Angelenos have a long history of affinity owing to our comparable climates, attitudes, and manner of life.”
We can’t wait to have our friends from Down Under visit us again and enjoy all the wonderful things that can only be found in the City of Angels.
The campaign is a joint effort by the State of California and Tourism Australia to promote the Golden State as the most accessible and well-liked entry point to North America from Australia.
Resumption of air travel to California is a major factor in the anticipated uptick in economic activity, as aircraft are once again often scheduled at capacity.
Dreaming Place for Australians
Visit California President & CEO Caroline Beteta stated, “California has historically been the first stop for Australians dreaming of visiting the United States, and we urge them to return to discover all of the dreamworthy experiences on offer.”
California, and Los Angeles in particular, have had a cultural and tourism resurgence since the year 2020. If you’ve been waiting for the perfect moment to go, it’s now.
Recently, 44 weekly direct flights from Australia have been welcomed at LAX as part of the airport’s attempts to rebuild. As a consequence, compared to other North American airports, LAX welcomes more than half (56%) of travellers from Australia.
The airport, already state-of-the-art, has been undertaking a multibillion-dollar modernization project to lure first-time visitors and regulars to its dream location.
The new “Now Playing” creative will debut in additional international countries in late September, shining a Hollywood spotlight on the unparalleled variety of sights, sounds, and stays available in the City of Angels.