The Los Angeles Tourism & Convention Board has enlisted the help of LA-based artists, Steven Harrington and Mister Cartoon, for a new campaign in Australia and New Zealand
The Los Angeles Tourism & Convention Board (LA Tourism) today announced its ‘Now Playing’ promotional campaign launches in Australia and New Zealand with commissioned works from LA-based artists Mister Cartoon and Steven Harrington landing in Brisbane and Melbourne, alongside high impact public transport placements in Sydney.
As the city gears up for a landmark year of arts, culture, sports, and entertainment in the destination, Los Angeles Tourism has invested in inventive 2-D and 3-D out-of-home placements with the goal of generating awareness and consideration to travel to the destination.
In Brisbane, Australia, Mister Cartoon has created a Los Angeles mural, his first in the city, in Fortitude Valley until 5th March whilst artist Steven Harrington will bring his love for LA to life in 3-D in Melbourne, Australia from 19-25th February.
The artists’ works showcase their unique perspectives, capturing the essence of Los Angeles: a destination that seamlessly blends creativity, diversity, urban vibrancy, and endless possibility. Through the commissioned works in iconic locations, LA Tourism aims to captivate audiences and inspire their own LA story.
In Sydney, the campaign will come to life through a special build bus shelter in Newtown, in partnership with Visit California, which celebrates the Hollywood Sign, and a high-impact Light Rail wrap. The campaign will also extend to a custom build bus shelter during the popular Melbourne Grand Prix from 11th-24th March, and wraps on Melbourne trams through February.
High-impact transport placements in Sydney and Melbourne will include special build bus shelters in Newtown and St Kilda, the latter coinciding with the Melbourne Grand Prix, which celebrate the Hollywood Sign centennial.
Marking the third year of significant investment in Australia, and second in New Zealand, the creative activations form part of a larger strategy in the market, which LA Tourism anticipates will bring 420,000 Aussie and Kiwi visitors to the destination by the end of 2024.
The campaign also features six product-driven 15-second spots crafted by award-winning film title innovators Imaginary Forces and is complemented by partnerships with Expedia Group ANZ and Urban List. It comes as Los Angeles is projected to welcome 4.3 million overseas visitors this year, marking an expected return to 93.8% of 2019 international tourism recovery levels by year-end.1
“In 2024, our City of Angels is well-positioned to achieve new milestones as we continue focusing on tourism recovery, particularly from Aussie and Kiwi travellers. While full recovery of inbound overseas visitation is not expected until 2025, we’re seeing strong demand from a number of key international markets,” said Adam Burke, president & CEO.
“We are committed to providing visitors and our travel trade partners with updates on all the exciting new attractions in LA. The launch of our refreshed ‘Now Playing’ campaign will help us accelerate the pace of recovery and support the hundreds of local businesses who depend on tourism for their livelihoods.”
The campaign kicks off this week across Australia and New Zealand across various media including Out of Home, Display, Social, CTV, Audio, Partner Direct and Search, with strategy from Allied Global Marketing. It also runs globally across markets including the United States, United Kingdom, Ireland, Mexico, Canada, France and South Korea.
Since the campaign’s initial launch, ‘Now Playing’ has generated more than $2 billion in incremental direct spending in Los Angeles. Allied Global Marketing designed the strategy for the advertising campaign.
“LA Tourism’s ‘Now Playing’ campaign has been the organisation’s most successful to date, and we’re proud to continue to leverage the creative to venture into new international target markets. Our approach with this launch allows us to showcase our incredible destination authentically, through the eyes of Angelenos themselves,” said Bill Karz, senior vice president, brand and digital marketing.
A year of arts, culture, sports and entertainment:
The ‘Now Playing’ campaign launch coincides with what LA Tourism predicts will be a landmark year of arts, culture, sports, and entertainment in the destination. Marked by the eagerly awaited debuts of Destination Crenshaw and NHM Commons at the Natural History Museum of Los Angeles, alongside marquee events such as Frieze LA and PST ART: Art & Science Collide, in 2024, Los Angeles will reaffirm its status as a global arts and cultural capital. The destination is also set to debut eagerly-anticipated attractions, including LACMA’s David Geffen Galleries (2025), the Lucas Museum of Narrative Art (2025) and the Samuel Oschin Air and Space Center at the California Science Center (open date forthcoming).
As LA Tourism shines a spotlight on LA’s arts and culture offerings, it will also continue the momentum in sports and entertainment as LA receives the Olympic torch from Paris this summer for the 2028 Olympic & Paralympic
Games and as it gears up to host major events including NBA All-Star 2026, the 2026 U.S. Women’s Open Championship, FIFA World Cup 26 and Super Bowl LXI in 2027.
In addition to world-class art and cultural institutions, 11 professional sports teams, hidden games in every neighborhood and 25 Michelin-starred restaurants, Los Angeles is also undergoing a remarkable $30 billion modernisation project at Los Angeles International Airport. The project stands as a testament to the City’s commitment to innovation and providing world-class travel experiences. Now more than ever, Los Angeles is often referred to as “LA 2.0” to describe all of the new activities and demand generators in the destination. With so many things to discover, Los Angeles Tourism recently revealed its 24 Reasons to Visit Los Angeles in 2024 to highlight something for every traveler.