In a break with the traditional tourism advertising formula, Discover Los Angeles – the official destination marketing organisation for LA – isn’t selling the city in its latest global brand campaign.

Instead, it’s selling the feeling of the city.

The new campaign, developed by award-winning Los Angeles shop, Mistress, and directed by the acclaimed Floria Sigismondi, features visual metaphors that evoke the emotion of an LA moment.

In one example, a dance troupe from the University of Southern California’s Glorya Kaufman School of Dance perform against the backdrop of a twinkling, dusky Downtown skyline view from Griffith Observatory, bringing to life the magical feeling of experiencing LA’s sweeping vistas.

“Following in-depth focus groups in nine of our key global markets, including the UK, one point became clear; the feel of Los Angeles has an inexorable pull on visitors.

“They are interested in all of the things they can do in the city, but to them, LA is first and foremost about a lifestyle and a feeling,” said Don Skeoch, chief marketing officer, Discover Los Angeles.

“We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”

Encompassing three different executions, the campaign launched in the United States earlier this month, with a pre-game and kick-off spot during the Super Bowl, and now in two key international markets, the United Kingdom and Mexico.

The campaign will roll-out later this year in China, Australia and Canada.

The eight-week long UK flight, timed to impact shoulder-season business, includes digital videos on YouTube, interactive social media efforts on Instagram and Facebook and online media placements.

In 2016, Los Angeles welcomed a record-breaking 47.3 million visitors from around the globe and became the first US city destination to host more than one million Chinese visitors.

More Information

Take a look below for more from the new campaign: