Los Angeles Takes Its New Tourism Campaign to Hulu
Photo Credit: Los Angeles is re-upping its "Everyone is Welcome" campaign and taking it to platforms like Hulu. Pictured is a still from the campaign. Discover Los Angeles
Skift Take
The Los Angeles tourism board is one of the few in the U.S. that could launch a campaign like this and have it ring true to travelers from around the world. Its original "Everyone Is Welcome" message likely had an impact on how other destinations addressed the drop-off in international visitors.
Discover Los Angeles, the city's tourism board, launched its "Everyone is Welcome" campaign nearly a year ago to help portray the region as an inclusive and diverse destination while the Trump administration was basically saying the opposite about the United States. This week, the campaign's 2.0 version kicks off with the same message but new platforms.
The latest iteration of the campaign, still dubbed "Everyone is Welcome," includes two new elements that are in the destination's wheelhouse: celebrities and Los Angeles-based streaming service Hulu, which is only available in the U.S. and Japan.
Through its work with Hulu, Los Angeles is also capitalizing on the strength of the U.S. economy and honing in on markets like New York City, the destination's top domestic source market outside of California. But like last year, the re-upped campaign also makes a big appeal to international travelers to visit the city in spite of travel bans and anti-immigration headlines.
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