The Los Angeles Tourism & Convention Board (Los Angeles Tourism) has officially launched its “We Love LA” campaign, featuring a fresh commercial and new campaign assets that highlight the authentic Los Angeles experience. This campaign invites visitors to explore the city’s diverse attractions, dynamic culinary scene, outdoor adventures, and top-tier sports and entertainment offerings. The iconic commercial, airing across international markets, pays homage to Randy Newman’s beloved classic, “I Love L.A.”
Created by Los Angeles Tourism’s Creative Director Shelley Leopold and director Matt Baron, the ad was produced with the award-winning production company Partizan. Known for his cinematic style, Baron captured the vibrant spirit of LA, inviting viewers to experience and share the deep love that locals have for their city.
The campaign will run across paid media platforms in key domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, Washington D.C., Boston, and Seattle, as well as internationally in countries like Australia, France, Mexico, South Korea, Japan, and the United Kingdom.
In Australia, the campaign will feature unique experiential activations, such as “Taste of LA,” which will take over Sydney’s Hollywood Quarter from May 1st-11th, 2025. This event will showcase LA-themed experiences, including local food and drinks, bringing the essence of Los Angeles to Sydney.
“The beginning of the year was incredibly challenging for the Los Angeles community, and as we look ahead to recovery, we remain committed to the 543,000 Angelenos and over 1,000 local businesses that depend on tourism for their livelihoods,” said Adam Burke, President and CEO of Los Angeles Tourism. “The best way for individuals to help our community recover, keep businesses open, and sustain our economy is by booking a trip to our City of Angels, whether for leisure, business, or meetings and events.”
Tapping into the familiar tune of Randy Newman’s song, which has become a staple of post-game celebrations for LA’s home teams, the “We Love LA” campaign takes viewers through a perfect day in LA. The campaign highlights the passion and optimism that locals have for their city, drawing attention to LA’s many attractions.
“‘We Love LA’ isn’t just a tagline – it represents the deep passion, optimism, and commitment we have for our community,” Burke continued. “As one of the primary gateways to the United States, our City of Angels is ready to welcome visitors from around the globe and support our local recovery.”
Bill Karz, Senior Vice President of Brand & Digital Marketing at Los Angeles Tourism, added, “Los Angeles is one of the world’s most inclusive and welcoming cities, where visitors immediately feel at home. The ‘We Love LA’ campaign celebrates the authentic experiences and civic pride that define LA. From its rich culture to unforgettable moments, the essence of LA is present in every local and visitor experience. This campaign is a heartfelt love letter to the City of Angels, and we’re excited to share it with the world.”
Aligned with Los Angeles Tourism’s mission to support the community, the campaign features local Angelenos as ambassadors, showcasing the city’s iconic attractions and beautiful backdrops, including:
- Earvin “Magic” Johnson, Basketball legend and Los Angeles Dodgers Co-Owner
- Lil Buck, Dancer
- Mister Cartoon and his son, Leftye, Artists
- Tonantzin Carmelo, Tongva actress
- Javier Cabral, Food journalist and editor of LA Taco
- Robert Vargas, Muralist
- Raul Ortega, Owner of food truck Mariscos Jalisco
With ongoing development projects like the modernization of Los Angeles International Airport and the construction of the Lucas Museum of Narrative Art, alongside major upcoming events such as the NBA All-Star 2026, the 2026 U.S. Women’s Open Championship, FIFA World Cup 2026, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games, Los Angeles Tourism is poised to capitalize on the city’s growing momentum as it prepares to host these global events in the coming years.
