Friday,  December 9, 2022  3:39 am

Los Angeles Tourism launches “Now Playing” tourism campaign


Los Angeles Tourism launches “Now Playing” tourism campaign
Los Angeles Tourism invites visitors to discover what’s “Now Playing” in the City of Angels. (L.A. Tourism/supplied)
Pax Global Media

Los Angeles Tourism invites visitors to discover what’s “Now Playing” in the City of Angels with the kickoff of a creative new advertising campaign spotlighting attractions, experiences, entertainment and accommodations found only in L.A.

Shot on location at several iconic L.A. sites, the spot combines live-action film, music, animation and voiceover to create a dazzling mix of campaign content.

Leading the campaign is a dynamic 30-second second ad portraying a writer at work on an ever-changing screenplay that follows a group of friends as they crisscross the city, visiting L.A. highlights such a the Hollywood Walk of Fame, The Los Angeles County Museum of Art, The Music Center and Venice Beach.

“Now Playing instantly evokes what’s unique about Los Angeles,” said Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board. “With this campaign, we’ve combined the vocabulary of the screenwriter and the visual language of cinema to creatively capture what makes L.A. an unparalleled visitor destination.”

READ MORE: On Location - Ruby slippers, pickle paloozas & the boutique boom. Inside L.A.’s post-pandemic playground

True to Los Angeles’ identity, the ad also features top talent that give the campaign an added touch of Hollywood magic. 

Both ads are narrated by stage, screen and TV veteran Jenifer Lewis, who recently starred as the comedic matriarch on ABC’s hit television show, “black-ish.” Steve Aoki, Southern Californian DJ, record producer, executive and heir to the Benihana restaurant franchise also lends his creative talents with a colourful performance in the spot.

"I walk in my joy because I live in one of the most beautiful cities in the world,” said Lewis. “I love nature, the ocean, the sunrise and sunset, Los Angeles has got it all from A to Z… we live in paradise."

Launching Sept. 15, the campaign is slated to appear in traditional and digital marketing channels, both domestically and in international markets including Australia, Canada, Mexico and the United Kingdom

In celebration of Los Angeles’ long-standing connection to Mexico, the advertising campaign is a co- production between Plus Plus and Panamericana, bridging the cultural gap between two sister cities of Los Angeles and Mexico City. 

In honour of this connection, award-winning Director Pablo Delgado Sánchez of Mexico City was selected to direct the spot.

“Coming as a tourist is very different from coming as a filmmaker,” said Delgado Sánchez. “It’s a total different way to appreciate the city, appreciate the people, appreciate the neighbourhoods.”


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