Can the “We Love LA” Campaign Rekindle Your Passion for Los Angeles, From the Hollywood Sign to Santa Monica Pier, and Beyond?

Published on March 27, 2025

Los Angeles Tourism & Convention Board (Los Angeles Tourism) has launched its highly anticipated “We Love LA” campaign, designed to showcase the city’s iconic landmarks and vibrant local culture. The campaign, which includes a commercial featuring Randy Newman’s “I Love L.A.”, will air across major international markets, with a focus on New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, Washington D.C., Boston, and Seattle. This heartwarming initiative celebrates the passion and optimism of the City of Angels while inviting global visitors to experience the unique charm of Los Angeles.

The “We Love LA” campaign aligns perfectly with Los Angeles Tourism’s community-centered mission. The initiative highlights local Angelenos as ambassadors, each sharing the story of their beloved city against the backdrop of L.A.’s stunning attractions. From the Hollywood Sign to the Santa Monica Pier, the campaign embraces the diverse, inclusive spirit of L.A. and the people who make it the cultural hub of the world.

Community-Centered Campaign to Drive Tourism Recovery in Los Angeles

“The beginning of the year was incredibly challenging for the Los Angeles community,” said Adam Burke, President and CEO of Los Angeles Tourism. “As we look ahead to recovery, we remain committed to the 543,000 Angelenos and over 1,000 local businesses who rely on tourism for their livelihoods. The best way that individuals can support our recovery and sustain local businesses is by booking a trip to Los Angeles—whether for leisure, business, or meetings & events.”

The campaign’s domestic rollout aims to boost tourism in both local and international markets, inviting visitors to explore Los Angeles in all its glory. “We Love LA” is not just a tagline; it embodies the deep passion and civic pride that make Los Angeles one of the world’s most welcoming cities.

Showcasing the Soul of LA with Local Ambassadors

The commercial and corresponding materials feature Angelenos of all walks of life, adding a personal touch to the campaign. Bill Karz, Senior Vice President of Brand & Digital Marketing at Los Angeles Tourism, commented, “Los Angeles is one of the most inclusive and welcoming cities in the world, where visitors instantly feel at home. The ‘We Love LA’ campaign celebrates the authentic experiences that make this city special—from its unique culture to unforgettable moments.”

Shelley Leopold, Creative Director at Los Angeles Tourism, and Director Matt Baron, collaborated with production company Partizan to bring the campaign’s message to life. The commercial aims to inspire pride in both residents and visitors, with a focus on LA’s diverse neighborhoods, iconic landmarks, and world-class entertainment.

Ready for Visitors: LA’s Promise to the World

The campaign highlights Los Angeles’ recovery, with an emphasis on the city’s readiness to welcome visitors back. Los Angeles is one of the primary gateways to the United States, offering a vast array of experiences, from its luxury hotels to its cultural festivals, art exhibits, and gastronomic offerings.

“We’re proud to invite the world to discover Los Angeles once more and join us in supporting local businesses,” Burke added. “Whether you’re coming for a quick weekend getaway or an extended business conference, Los Angeles is ready to roll out the red carpet.”

The Heart of LA: A City Built on Pride, Culture, and Optimism

As the campaign continues through 2025, the emphasis on community and local pride will resonate across the globe. Los Angeles is not just about its attractions; it’s about the spirit of the people who live here and their dedication to making the city a welcoming place for all. Visitors are encouraged to explore Los Angeles’ rich cultural history, artistic treasures, and dynamic neighborhoods, while experiencing the unmatched hospitality that defines this legendary city.