Discover Los Angeles Highlighted New Openings and Developments During IPW, the Premier International Travel Marketplace
During this year’s IPW at the New Orleans Ernest N. Morial Convention Center, Discover Los Angeles – the city’s official tourism marketing organization – highlighted how the city has evolved and shared details about significant new openings and developments which are shaping the city’s present and future.
Discover Los Angeles’ President and CEO, Ernest Wooden Jr., was joined this morning by Los Angeles World Airports, which is undergoing a $14 billion modernization program; The Broad Contemporary Art Museum, which opened this past fall to critical acclaim; Los Angeles Metropolitan Transit Authority, which began service on the new Expo Line extension last month, connecting Downtown to the beach for the first time in 63 years; and, the InterContinental Los Angeles Downtown, slated to become the tallest building west of Chicago when it opens in the spring of 2017.
“I’m humbled by the continued global interest in Los Angeles. We just hit our fifth consecutive year of record-breaking tourism; in 2015, we welcomed 45.6 million visitors from around the globe,” stated Ernest Wooden Jr., president and CEO for Discover Los Angeles. “We expect this trend to continue thanks to the constantly evolving nature of our city. With 48 new hotel projects slated to be ready by 2018, global interest in our hidden gem neighborhoods like Silver Lake and booming art and culinary scenes, there’s never been a better time to discover Los Angeles.”
The destination also previewed its new advertising campaign for the first time to select international audiences at IPW. Launched in the U.S. this spring, the campaign rolled out to Mexico and Canada earlier this month. Discover Los Angeles will extend a version of the new campaign to Australia and China in September and the U.K. in January. The creative targets global millennials and brings to life the unscripted moments that make one’s L.A. trip unexpectedly amazing. “Following a series of focus groups, we learned that millennials in particular embody an ‘anything is possible’ sentiment about Los Angeles,” stated Don Skeoch, chief marketing officer for Discover Los Angeles. “We’re inviting visitors to get lost in an L.A. sunset, an epic taco, our street art and more.” The video and accompanying downloadable city itineraries can be viewed here: www.discoverlosangeles.com/lostinla
In addition, the destination announced the creation of a video series, which will begin running this fall, featuring a cadre of L.A. ambassadors who showcase their L.A. stories. The series will launch with L.A.-based musician BØRNS, whose song “Electric Love” is featured in the new global advertising campaign.