Los Angeles Tourism has launched its new ‘We Love LA’ campaign in the UK, which it says “pulls back the curtain on the authentic LA experience” by highlighting the city’s diverse offerings.
The ‘We Love LA’ campaign takes viewers through a “perfect day in LA”, drawing inspiration from Randy Newman’s timeless song ‘I Love L.A.’.
The campaign features local Angelenos as brand ambassadors, who appear against the city’s iconic attractions. These include Earvin “Magic” Johnson, a basketball legend and Los Angeles Dodgers (baseball) co-owner; Lil Buck, dancer; Robert Vargas, muralist; and Raul Ortega, owner of popular food truck Mariscos Jalisco
In the UK, the new ‘We Love LA’ creative is appearing in commuter stations around London, including one of the UK’s biggest digital billboards at Waterloo station, and at high-profile locations in Manchester such as the Axis Tower and Arndale Shopping Centre.
There are also digital ads on Google and social media, and featured spots on ITV, including during England’s World Cup qualifiers against Albania and Latvia to promote LA as a host city for the FIFA World Cup 26.
Francine Sheridan, Regional Vice President, Europe & ME, Los Angeles Tourism, said: “We’re excited to invest in the UK and Ireland this spring with brand new creative and messaging in our new ‘We Love LA’ campaign.
“The campaign is designed to generate inquiries for the trade and ultimately increase bookings to LA.
“’We Love LA’ isn’t just a tagline – it highlights the authentic, passionate spirit that visitors will find in Los Angeles. As one of the primary gateways to the United States, our City of Angels is always ready to roll out the red carpet for visitors from across the UK and Ireland.”
Significant infrastructure and development projects in progress in Los Angeles include modernisation of Los Angeles International Airport and the ongoing construction of the Lucas Museum of Narrative Art.
Major sports events set to draw visitors include FIFA World Cup 26, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games.
