LA Tourism launches first consumer ad campaign in NZ

Los Angeles Tourism & Convention Board (LA Tourism) has launched its first ever consumer advertising campaign in New Zealand.

In addition to ongoing trade and PR efforts, “Now Playing” is set to run throughout October and November this year.

It will then make a comeback in early 2024, adopting a geo-targeted digital strategy that specifically targets travelers located in and around Auckland. This approach aligns with the launch of new and enhanced air services connecting Auckland (AKL) to Los Angeles (LAX).

The 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.

Craig Gibbons, Managing Director, Asia Pacific, LA Tourism says: “This is LA Tourism’s first ever consumer advertising investment in Aotearoa New Zealand! 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.”

Bill Karz, Senior Vice President, Brand and Digital Marketing, LA Tourism, added: “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. 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 percent increase from 2022’s total of 47,000 visitors, whilst 2019 visitation levels from New Zealand and Australia will be surpassed in 2025.

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