Los Angeles Wants Its ‘Everyone is Welcome’ Campaign to Connect With Global Millennials
Photo Credit: Los Angeles hopes its new campaign will help international travelers' U.S. travel fears subside. Pictured is a still from the campaign of tourists taking a photo in Los Angeles. Discover Los Angeles
Skift Take
Los Angeles is part of a trend across major global cities as they attempt to distance themselves from less welcoming parts of their countries. Most cities can't claim to be as diverse as Los Angeles, which helps its message appear honest yet measured.
Los Angeles' tourism industry may be riding the coattails of the "two-hour advertisement for Los Angeles" that is the Academy Award-winning film "La La Land," said Discover Los Angeles CMO Don Skeoch. But the city is also doubling down on its message that it's a welcoming and inclusive place to visit to help combat negative perceptions of the United States from President Trump's travel ban and the U.S. political climate.
This week, Discover Los Angeles, the city's destination marketing organization, will launch its "Everyone is Welcome" multi-million dollar global marketing campaign that focuses on reaching primarily millennial travelers in five international markets -- Mexico, Canada, China, Australia, and the UK -- as the city projects weaker growth in international visitation during the next three years if President Trump's current rhetoric and policies continue.
International arrivals in Los Angeles are still projected to climb through 2019 but that growth won't be as steep
