A Heartfelt Campaign Invites the World to Rediscover the City of Angels
Anthemic campaign—designed to invite visitors to experience one of the world’s most diverse, dynamic, and inclusive destinations—features Randy Newman’s “I Love L.A.”
Featuring local Angelenos as community ambassadors, including basketball legend and Los Angeles Dodgers co-owner Earvin “Magic” Johnson, the campaign underscores the tourism sector’s indispensable contributions to the LA economy
With the overwhelming majority of the region’s world-class attractions fully open for business, “We Love LA” will run in key markets globally and let visitors know that now is the perfect time to visit Los Angeles and support the community’s recovery
The Los Angeles Tourism & Convention Board has launched its new campaign, “We Love LA,” unveiling a powerful message that blends civic pride, iconic imagery, and the city’s unmistakable energy. At the heart of the campaign is a cinematic commercial that captures the spirit of LA—from its legendary food culture to its outdoor escapes and vibrant entertainment scene. Set to Randy Newman’s iconic anthem, “I Love L.A.,” the spot brings to life a perfect day in the city.
A Rallying Call to Reconnect
Following a difficult start to the year, the campaign is more than just a tourism push—it’s a call to action for visitors to return and help support the 543,000 Angelenos and over 1,000 local businesses that rely on tourism every day.
“LA is ready to welcome the world,” said Adam Burke, President & CEO of Los Angeles Tourism. “This campaign reflects our passion for the community and our commitment to its recovery.”
Shot by LA, For LA
Created by Creative Director Shelley Leopold and Director Matt Baron—known for his signature storytelling—the film uses real Angelenos as brand ambassadors. With scenes shot across LA’s iconic neighborhoods and backdrops, the film becomes a love letter from locals to the world.
“Visitors instantly feel at home here,” added Bill Karz, Senior VP of Brand & Digital Marketing. “‘We Love LA’ highlights the warmth, optimism, and authentic experiences that make this city unlike anywhere else.”
Big Moments Ahead for LA
The campaign lands at the perfect time. With global events on the horizon—including NBA All-Star 2026, FIFA World Cup 26, Super Bowl LXI, and the 2028 Olympic & Paralympic Games—plus transformative projects like LAX’s modernization and the upcoming Lucas Museum of Narrative Art, LA is stepping confidently into the global spo
Attractions and Experiences-A GLIMPSE
Ready to Explore LA?
Plan your next adventure at DiscoverLosAngeles.com
ABOUT LOS ANGELES & LOS ANGELES TOURISM
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the LA area.
Los Angeles is a dynamic, ever-evolving destination – where diversity thrives, and everyone is welcome. Discover the true LA by exploring its more than 30 culturally rich neighborhoods, each one offering a distinct vibe. LA is home to more than 300 days of warm sunshine, 75 miles of idyllic shoreline, more museums and performing arts venues than any other U.S. city, and an innovative culinary scene led by influential tastemakers. A global creative capital and the epicenter of the sports universe, LA presents limitless possibilities for visitors from around the world. For more information, visit discoverlosangeles.com, follow at facebook.com/DiscoverLosAngeles, or @discoverLA on Twitter, Instagram and TikTok.
