Los Angeles makes a comeback with a new tourism campaign

Rising local stars come together to announce LA’s “comeback” in its latest tourism campaign that invites visitors to dive into the diverse experiences that are unique to the city.

After a year of being locked down due to the coronavirus pandemic, Los Angeles is ready for a fresh start. As the city reopens to visitors, Los Angeles Tourism has launched a “Comeback” campaign to encourage tourists to visit the destination once more. “Los Angeles is a movie. The lighting is perfect. The soundtrack is just right. The costumes are incredible. The sets are amazing. Everyone’s here, ready for the next scene. L.A. is a movie. It’s a musical,” declares hip-hop artist Open Mike Eagle in a 60-second video.

Other Angelenos—representatives of the city’s diverse population—join in, including Madonna Cacciatore, former executive director of Los Angeles’ annual pride parade and festival; Madame Gandhi, an artist, drummer and activist promoting gender liberation; Nancy Sanchez, a bilingual ranchera musician; Inner City Youth Orchestra of Los Angeles, the largest U.S. majority Black orchestra; Asian-American rapper Jon Park; and Black Sand Collective Surfers, a surf and arts collective founded last fall by Black surfers Brick Howze and Gage Crismond. 

The campaign is both an acknowledgement of the challenges that Los Angeles has faced over the past year and a declaration of optimism for the future. “Our focus groups around the world have taught us that visitors view a trip to Los Angeles as a transformative experience. L.A.’s more than 300 days of healing sunshine, spirit-lifting champion sports teams, inspiring cultural attractions, electric new hotels and restaurants, and endless outdoor experiences are the balm travelers seek,” says Adam Burke, President & CEO, Los Angeles Tourism.  

An accompanying video series introduces you to iconic Los Angeles landmarks, such as hipster haven Highland Park (the spot for everything from vinyl records to the best tacos); the Los Angeles County Museum of Art; and the 260-acre Six Flag Magic Mountain theme park. Each clip bears signs of the “new normal” where masked LA residents beckon you to visit their city and officials assure you of robust Covid safety protocols in place at each tourist destination.

LA Tourism has also put together handy guides that highlight the diverse experiences the city offers. The “Vintage LA” guide will help you go back in time and discover historical landmarks, real-life movie locations, vintage shops (including one with rare books!) and retro diners. If you want to get a taste of the movie-star life, the luxury guide will point you in the direction of posh hotels, personal shopping experiences, VIP tours (such as exclusive access to Universal Studios Hollywood), private yachts and decadent meals. 

Sweetening the deal is a series of offers available on the Discover Los Angeles website. These range from free bike rentals for a day at the beach; discounts on dining; free valet services; and experiences at the Porsche Experience Centre, Speedzone LA and the Petersen Automotive Museum.

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