LA’s new ad campaign has a message for tourists

Published on : Thursday, April 20, 2017

los-angelesAn atmosphere of segregation has overtaken much of the US; the clearest sign of which, of course, are the travel bans that President Trump has attempted to put in place. But LA is not having any of that. The Los Angeles Tourism & Convention Board has launched an ad campaign that’s dubbed “Everyone is welcome.” It is accompanied by a video that projects the diversity of the city. This video, of course, shows the sunnier side of LA. According to tourism officials, the ad is about selling the feel and spirit of Los Angeles.

To quote Don Skeoch, chief marketing officer for Discover Los Angeles, “Following in-depth focus groups in nine of our key global markets, one point became clear: the feel of Los Angeles has an inexorable pull on visitors. They are interested in all of the things they can do in the city, but to them, L.A. is first and foremost about a lifestyle and a feeling.”
The video was released in Discover Los Angeles’ Twitter handle. It’s also expected to be unveiled in social outlets in Mexico, China, Canada, Britain, and Australia.

There’s no clear mention that the ad is a direct pushback against Trump’s travel policies, but the prevailing message takes a clear stance. This ad comes amid a growing tourism trend for Los Angeles.

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