Los Angeles Tourism & Convention Board (LA Tourism) is kicking off its first consumer advertising campaign in New Zealand.
Complementing existing trade and PR activity, “Now Playing” will run in October and November before returning in early 2024, and takes a geo-targeted digital approach focussing on travellers based in and around Auckland in line with new and upgraded air services from the AKL to LAX.
Creatively, the cinematic “Now Playing” campaign features product-driven :30, :15 and :06 ads crafted by award-winning film title innovators, Imaginary Forces.
It captures a taste of LA’s vibrant attractions across arts, culture, entertainment, sports, food and more with eye-catching motion graphics driven by the iconoclastic tune “WannaBe in LA” by SoCal’s own Eagles of Death Metal.
The campaign is also supported by travel trade campaigns and B2B events in both markets.
“This is LA Tourism’s first ever consumer advertising investment in Aotearoa New Zealand,” says LA Tourism Asia Pacific managing director Craig Gibbons.
“We know that Kiwis have a long affinity with the City of Angels through our shared love of sport, culture and beautiful landscapes. We are excited to target Aotearoa New Zealand at this crucial time as international travel to the City of Angels accelerates.”
“The Aotearoa New Zealand campaign is a key part of our global marketing strategy to put LA at the front of traveller’s minds when selecting their 2024 holiday,” says LA Tourism brand and digital marketing vice president Bill Karz.
“We expect the new creative will entice Kiwis to choose LA for studios and attractions, food, outdoors and wellness, sports, shopping, and arts and culture.”
Forecasts predict there will be 61,000 visitors to LA from New Zealand in 2023, a 25 per cent increase from 2022’s total of 47,000 visitors, whilst 2019 visitation levels from New Zealand and Australia will be surpassed in 2025.
Watch the ads on YouTube here.
