The Los Angeles Tourism & Convention Board has unveiled its “We Love LA” campaign, showcasing the city’s rich cultural experiences and inviting visitors to explore its iconic attractions. At the heart of the campaign is a new commercial, inspired by Randy Newman’s “I Love L.A.”, a beloved anthem tied to the city’s spirit. This initiative highlights LA’s vibrant culinary scene, outdoor adventures, and world-class entertainment, reinforcing the city’s commitment to welcoming global visitors and supporting local businesses. The commercial will air in major U.S. markets like New York, Chicago, and Dallas, encouraging travel to Los Angeles.
Adam Burke, President and CEO of Los Angeles Tourism, emphasised the campaign’s role in supporting 543,000 Angelenos and 1,000+ local businesses that rely on tourism. “Booking a trip to our City of Angels is the best way to help our community recover and thrive,” Burke said. The campaign is a heartfelt call for travellers to experience LA’s diverse offerings while contributing to the city’s economic revival. Featuring local Angelenos as ambassadors, the ad paints a picture of a city that is both welcoming and brimming with possibilities for every visitor.
The campaign, crafted by Creative Director Shelley Leopold and Director Matt Baron in collaboration with the award-winning production company Partizan, captures LA’s energy through a cinematic lens. Bill Karz, Senior Vice President, Brand & Digital Marketing, described it as a “love letter” to the city, emphasising the genuine warmth and civic pride that define Los Angeles. By blending authentic experiences with stunning visuals, the campaign invites viewers to feel at home in one of the world’s most inclusive cities.
With major infrastructure projects like the modernisation of Los Angeles International Airport and global events such as FIFA World Cup 2026 and the 2028 Olympic Games on the horizon, Los Angeles Tourism is positioning the city as a global hub for business and leisure. The “We Love LA” campaign aligns with these developments, encouraging travelers to engage with the city’s ever-evolving landscape while supporting its economic and cultural growth.