The Los Angeles Tourism & Convention Board has launched its new global advertising campaign in its role as an official Los Angeles World Cup host city supporter and Official Tourism Board Promoter.
The campaign, called “Start Your World Cup Experience in LA,” connects fans with world-class sports, culture, entertainment, culinary experiences and new openings in the city.
"As we prepare for one of the biggest years in our city’s history, this campaign reflects our commitment to the thousands of Angelenos and hundreds of local businesses who depend on tourism,” said Eileen Hanson, chief marketing officer of the Los Angeles Tourism Convention Board.
With a mix of media placements, the campaign runs across key domestic markets, including New York, Chicago, San Francisco, San Diego and Sacramento, and international targets, such as Australia, Mexico, South Korea and the United Kingdom.
In London, for example, Waterloo Station has been transformed into a celebratory site; on Jan. 28, the station even held an activation featuring Andrew Henderson, the five-time Freestyle Football World Champion.
Creator-driven content will also amplify the campaign globally.
Los Angeles Tourism is partnering with United Airlines in Australia, aiming to promote service to Los Angeles through a paid media investment in Sydney, Melbourne and Brisbane.
In Mexico, Volaris will continue operating a Los Angeles-branded aircraft and integrate the campaign into a 360-campaign with Televisa.
In South Korea, the campaign will appear on a 3D billboard in Seoul’s K-Pop Square, featuring Los Angeles Football Club players.
Los Angeles Tourism is also collaborating with OneFootball, a digital platform reaching 645 million monthly fans.
In addition, Los Angeles Tourism's website provides a multilingual resource hub, where users can explore neighborhood itineraries, cultural guides and the culinary feature, A Taste of the World Cup in Los Angeles, where travelers can explore eateries that represent the 48 FIFA World Cup countries.
“As an official Los Angeles World Cup Host City Supporter, the World Cup offers a moment to showcase the creativity, diversity and spirit that sets Los Angeles apart, and we’re proud to welcome fans as they begin their journeys here,” Hanson said.
