Los Angeles Tourism has rolled out its latest 'Now Playing' campaign in Australia and New Zealand. The campaign features works from LA-based artists Mister Cartoon and Steven Harrington, with installations in Brisbane and Melbourne. The initiative aims to encapsulate the essence of Los Angeles and inspire audiences to create their own LA story.

The organisation anticipates welcoming 420,000 Australians and New Zealanders in 2024. Globally, Los Angeles expects a return to 93.8% of 2019 international tourism recovery levels by the end of 2024. The campaign includes an LA-inspired mural from Mister Cartoon in Brisbane’s Fortitude Valley until 5th March and a 3-D billboard from Steven Harrington in Melbourne from 19-25th February.

The campaign also features high-impact custom build bus shelters in Sydney and Melbourne, the latter during the Melbourne Grand Prix celebrating the iconic Hollywood sign. Partnerships across Australia and New Zealand with Expedia Group and Urban List are part of the campaign.

It also features six product-driven 15-second spots crafted by award-winning film title innovators Imaginary Forces. The campaign is expected to generate more than $2 billion in incremental direct spending in Los Angeles. The campaign will run globally across markets including the United States, United Kingdom, Ireland, Mexico, Canada, France, and South Korea.

Coinciding with what LA Tourism predicts will be a landmark year of arts, culture, sports, and entertainment in Los Angeles, Adam Burke, President & CEO, said, “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.”

He added, “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.”

According to Bill Karz, Senior Vice President, Brand and Digital Marketing, “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.”