Los Angeles Tourism debuts ‘We Love LA’ campaign

Los Angeles Tourism has launched its new ‘We Love LA’ campaign in the UK and Ireland, pulling back the curtain on the authentic LA experience to invite visitors to immerse themselves in LA’s breadth of attractions, vibrant culinary scene, outdoor adventures, and world-class sports and entertainment offerings.

The ‘We Love LA’ campaign takes viewers through a perfect day in LA, drawing inspiration from Randy Newman’s classic song ‘I Love L.A.’, which has become synonymous with home team post-game celebrations in the City of Angels.

The new ‘We Love LA’ creative will appear in busy commuter stations around London, including one of the UK’s biggest digital billboards at Waterloo station, and at high-profile locations in Manchester such as the Axis Tower and Arndale Shopping Centre. In addition, there will be digital ads on Google and social media, and spots on ITV, including during England’s World Cup qualifiers to promote LA as a host city for the FIFA World Cup 26.

Francine Sheridan, Regional Vice President, Europe & ME, Los Angeles Tourism, said: “We’re excited to invest in the UK and Ireland this spring with brand new creative and messaging in our new ‘We Love LA’ campaign. The campaign is designed to generate inquiries for the trade and ultimately increase bookings to LA. ‘We Love LA’ isn’t just a tagline – it highlights the authentic, passionate spirit that visitors will find in Los Angeles. As one of the primary gateways to the United States, our City of Angels is always ready to roll out the red carpet for visitors from across the UK and Ireland.”

The ad was created by Los Angeles Tourism’s Creative Director, Shelley Leopold, and Director Matt Baron, with the award-winning production company Partizan. Known for his signature cinematic style, Baron masterfully captured the vibrant essence of Los Angeles, inviting visitors in to experience and share the deep love Angelenos have for their city.

“Los Angeles is one of the world’s most inclusive and welcoming communities, where visitors instantly feel at home,” said Bill Karz, Senior Vice President, Brand & Digital Marketing, Los Angeles Tourism. “The ‘We Love LA’ campaign celebrates the authentic experiences and everlasting civic pride that define our city. From its unique culture to unforgettable moments, LA’s essence is woven into every local and visitor experience. This campaign is truly a heartfelt love letter to the City of Angels, and we’re so proud to share it with the world.”

The campaign features local Angelenos as brand ambassadors, showcasing the city’s iconic attractions as stunning backdrops, including:

• Earvin “Magic” Johnson, Basketball legend and Los Angeles Dodgers Co-Owner
• Lil Buck, Dancer
• Mister Cartoon and his son, Lefte, artists
• Tonantzin Carmelo, Tongvan actress
• Javier Cabral, Food journalist and editor of LA Taco
• Robert Vargas, muralist
• Raul Ortega, owner of food truck Mariscos Jalisco

With significant infrastructure and development projects in progress, such as the modernisation of Los Angeles International Airport and the ongoing construction of the Lucas Museum of Narrative Art, as well as major upcoming events like FIFA World Cup 26, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games, Los Angeles Tourism is dedicated to leveraging the city’s growing momentum as it prepares to take centre stage for these global events in the coming years.

To learn more, visit DiscoverLosAngeles.com.