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Los Angeles Tourism has raised the curtain on its newest promoting marketing campaign, inviting Australians to find what’s “Now Enjoying” within the Metropolis of Angels.
In collaboration with Go to California, the $2.2 million media purchase will goal Australia’s east coast – by way of out-of-home, broadcast video on demand, related TV, native and social media.
Operating from 7 November by March 2023, the marketing campaign marks a lot of firsts for Los Angeles Tourism, with the most important Australian promoting spend in historical past by a US metropolis tourism workplace; the most important spend in any worldwide market by the Los Angeles Tourism Board ever; and the primary time Los Angeles Tourism has concurrently run promoting in key markets Sydney, Melbourne and Brisbane – all providing direct air service to Los Angeles Worldwide Airport (LAX).
Australia has lengthy been an necessary marketplace for Los Angeles. In 2019, previous to the pandemic, L.A. welcomed 421,000 Australians, making Australia the 2nd largest abroad supply marketplace for guests following China.
The upcoming roll-out of this large-scale media marketing campaign helps Los Angeles Tourism’s prediction that Australian visitation might be on observe to fulfill pre-pandemic ranges by 2024 (410,000), or 2025 on the newest (440,000).
To help with planning and restoration efforts, Los Angeles Tourism just lately celebrated the ten yr anniversary of getting a Sydney-based workplace, which remained open through the pandemic regardless of the closed borders.
“Aussies and Angelenos have an extended historical past of friendship, attributable to our comparable climates, attitudes and way of life,” stated Don Skeoch, CMO for the Los Angeles Tourism & Conference Board.
“We’re excited to warmly welcome Aussies again to our shores as soon as once more to expertise all the distinctive, ‘solely in L.A.’ sights, experiences and occasions that the Metropolis of Angels has to supply.”
Go to California has partnered on the marketing campaign to additional bolster the Golden State as the most well-liked and handy gateway for Australians visiting North America. Airlift to California is shortly rebounding, driving the forecasted restoration as flights are persistently being booked to capability.
“California has at all times been the primary cease for Aussies dreaming of visiting america, and we invite them to return to discover all the dreamworthy experiences on provide,” Go to California president & CEO Caroline Beteta stated.
“Since 2020, California has really seen a renaissance of latest motels, sights and cultural wonders, particularly in Los Angeles. There has by no means been a greater time to go to.”
In latest restoration efforts, LAX has seen a rise in flight capability from Australia, welcoming 44 continuous direct flights every week. Consequently, LAX receives over half (56 per cent) of Australian guests in contrast with different North American airports.
The airport has been present process a multi-billion greenback modernisation undertaking to draw each first-timers and returning mates to the bucket-list journey vacation spot.
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