The Los Angeles Tourism & Convention Board has launched the “We Love LA” campaign, comprising a new commercial and promotional assets, showcasing LA’s attractions, culinary scene, outdoor activities and entertainment to encourage visitors to explore the city. The anthemic commercial, which will air across L.A.’s target international markets, nods to the classic—Randy Newman’s “I Love L.A.”
“The beginning of the year was incredibly challenging for the Los Angeles community, and 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,” said Adam Burke, president and CEO, Los Angeles Tourism. “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 and events.”
The “We Love LA” campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, Washington, D.C., Boston and Seattle, as well as international markets, such as Australia, France, Mexico, South Korea, Japan and the United Kingdom.
Aligned with Los Angeles Tourism’s community-centered mission, the campaign highlights local Angelenos as brand ambassadors, showcasing the city's iconic attractions as stunning backdrops. They include Earvin “Magic” Johnson, basketball legend and Los Angeles Dodgers co-owner; Lil Buck, dancer; Mister Cartoon and his son, Lefte, artists; Tonantzin Carmelo, Tongvan actress; Javier Cabral, food journalist and editor of LA Taco; Robert Vargas, muralist and Raul Ortega, owner of food truck Mariscos Jalisco.
With significant infrastructure and development projects in progress, such as the modernization of Los Angeles International Airport and the ongoing construction of the Lucas Museum of Narrative Art, along with major upcoming events like NBA All-Star 2026, the 2026 U.S. Women’s Open Championship, FIFA World Cup 26, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games, Los Angeles Tourism is dedicated to leveraging the city’s growing momentum as it prepares to take center stage for these global events in the coming years.
To learn more, visit www.discoverlosangeles.com.
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