The Los Angeles Tourism & Convention Board has launched the “We Love LA” campaign, showcasing the city’s iconic landmarks and vibrant culture. Featuring Randy Newman’s “I Love L.A.,” the campaign aims to attract global visitors by highlighting Los Angeles’ unique charm and diverse attractions. The commercial, featuring local Angelenos as ambassadors, will air in major U.S. markets such as New York, Chicago, and Dallas, as well as international markets including Australia, France, and Japan.
According to Los Angeles Tourism, the campaign emphasizes the city’s commitment to welcoming visitors and supporting local businesses. Adam Burke, President and CEO of Los Angeles Tourism, stated that the campaign aims to help the community recover from recent challenges by encouraging travel to the City of Angels. The campaign aligns with significant infrastructure projects like the modernization of Los Angeles International Airport and upcoming global events such as the 2028 Olympic Games.
The ad, created by Creative Director Shelley Leopold and Director Matt Baron, captures Los Angeles’ essence through a cinematic lens. Bill Karz, Senior Vice President of Brand & Digital Marketing, described it as a “love letter” to the city, highlighting the genuine warmth and civic pride that define Los Angeles. The campaign invites viewers to experience the city’s diverse offerings and feel at home in one of the world’s most inclusive communities.
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