Los Angeles Tourism targets millennials

The Los Angeles Tourism and Convention Board is targeting Australian millennials with a new campaign showcasing the culinary, culture, fashion and creative spheres of the destination.

The spot, Get Lost in LA, harnesses millennials’ love for the “City of Angels” and invites them to discover the epic moments Los Angeles. It features a loved up couple enjoying all that LA has to offer.

The campaign was developed in conjunction with LA agency PrettyBird and boutique agency REMO+OOB.

Don Skeoch, chief marketing officer for LA Tourism says: “Australia is our second largest overseas market, so it’s important for us to understand insights into Aussie travellers and roll out strategies to support local trade efforts.

“Following a series of focus groups in Australia, we learned that millennials in particular embody an ‘anything is possible’ sentiment about Los Angeles. These unscripted moments make one’s LA. trip unexpectedly amazing and we’re encouraging visitors to “Get Lost” in these only-in-LA experiences.”

The campaign will span across out-of-home billboards and bus shelters, long form video, digital advertising and social media.

Australia is the first overseas market to roll-out the campaign, following a North America roll-out in the US, Canada and Mexico.