Los Angeles Tourism has launched its new ‘We Love LA’ campaign, which features stars like LA Lakers legend Earvin ‘Magic’ Johnson, aiming to showcase the true essence of the city.
The campaign draws inspiration from Randy Newman’s iconic song I Love L.A., a track that has become a local anthem for celebrations following Lakers games. It offers viewers a glimpse into the perfect day in Los Angeles, highlighting the city’s vibrant culture and attractions.
Through the campaign, Los Angeles Tourism invites visitors to explore a wide range of activities, including the city’s diverse culinary scene, outdoor adventures, and world-class sports and entertainment.
Several LA-based ambassadors are featured in the campaign, including Magic Johnson, dancers Lil Buck, artist Mister Cartoon and his son, actress Tonantzin Carmelo, food journalist Javier Cabral, muralist Robert Vargas, and food truck operator Raul Ortega.
“The start of the year was tough for Los Angeles, but as we look toward recovery, we’re focused on supporting the 543,000 Angelenos and over 1,000 local businesses that rely on tourism,” said Adam Burke, president and CEO of Los Angeles Tourism. “The best way for people to help is by visiting our city for leisure, business, or events.”
Bill Karz, Senior Vice President of Brand and Digital at Los Angeles Tourism, described the campaign as “a heartfelt love letter to the City of Angels.”
The ad was created by Shelley Leopold, Los Angeles Tourism’s creative director, and director Matt Baron, in collaboration with the award-winning production company, Partizan. Baron’s signature cinematic style captures the lively and welcoming spirit of the city, inviting visitors to share in Angelenos’ deep love for their home.
The campaign will run on various paid media platforms in domestic U.S. markets and key international markets, including Australia, France, Mexico, South Korea, Japan, and the UK. In Australia, experiential events like ‘Taste of LA’ will take over Sydney’s Hollywood Quarter from May 1-11, 2025, offering local LA-themed experiences.
As Los Angeles prepares to host the 2026 FIFA World Cup and the 2028 Olympic Games, this campaign aims to boost tourism and highlight the city’s vibrant offerings.
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