Get Lost In L.A.
Discover Los Angeles launched its new advertising campaign specifically aimed at the ever-important millennial markets. The new campaign, “Get Lost in L.A.,” was developed with award-winning Los Angeles shop PRETTYBIRD – Creativity’s 2015 Production Company of the Year – in collaboration with creative boutique REMO+OOB. “Get Lost in L.A.” capitalizes on the epic moments Los Angeles is having in the culinary, culture, fashion and creative spheres while harnessing millennials’ love for the destination and wanderlust.
The eight week campaign includes a combination of television and high-impact, out of home advertising in New York City, Chicago and Washington D.C.; long-form video, interactive and extensive digital and social media efforts will run in these markets and also in San Francisco, San Diego, Sacramento and Fresno.
The campaign’s television spot brings to life beautiful fun-filled moments in the form of a cinematic snapshot of a millennial couple’s serendipitous 24 hours in Los Angeles. Highlighting the endless things one can do in the city, the visuals range from an adventurous day at the new Broad museum to a high-flying spectacle at a Mexican wrestling arena, dinner at one of L.A.’s hottest restaurants and a stunning Venice sunset, all set to L.A.-resident BØRNS’ track “Electric Love.”
For more information about “Get Lost In L.A.,” visit DiscoverLosAngeles.com/LostInLA and follow #LostInLA on Instagram, Facebook and Twitter.
Visitors Save Big on Performing Arts with L.A. Performs
Visitors who book a minimum of two nights in a participating L.A. hotels through Hotels.com or Priceline.com from Feb. 1 to March 13 will receive an exclusive offer for two-for-one ticket purchases to nearly 30 performances by L.A.’s top performing arts groups.* Visitors who only attend only half of the available performances would save more than $1,350 on companion tickets.
Participating groups include the Center Theatre Group, Geffen Playhouse, Los Angeles Ballet, Los Angeles Opera, Los Angeles Philharmonic, and the Valley Performing Arts Center.
In its inaugural year, L.A. Performs is designed to grow visitor awareness and appreciation for the city as one of the world’s premier cultural destinations. This is the first visitor promotion organized by L.A. Tourism that focuses exclusively on the performing arts.
Performing Arts Companies participating in L.A. Performs:
• Carpenter Performing Arts Center
• Center Theater Group
• Los Angeles Ballet
• Los Angeles Chamber Orchestra
• Los Angeles Master Chorale
• LA Opera
• Los Angeles Philharmonic
• LA STAGE Alliance
• Music Center
• Pasadena Playhouse
• REDCAT
• Valley Performing Arts Center
• Wallis Annenberg Center for the Performing Arts
For more information, visit DiscoverLosAngeles.com/LAPerforms and follow #LAPerforms on Instagram, Facebook and Twitter.
INDUSTRY NEWS & NOTES
Los Angeles World Airports unveiled a $332 million overhaul of Terminal 2 in February. The renovation has modernized more than 76,000 square feet of the international terminal, transforming it into a world-class hub for travelers from L.A. and around the globe. The terminal boasts fresh facilities with more seating, new services, and 15,000 square feet of brand new retail and dining experiences. The improvement program also includes major upgrades to the ticket lobby, baggage screening and claim areas, and concourse areas that serve the terminal. Terminal 2 is the second-busiest international terminal at LAX, serving 4.1 million international passengers and more than one million domestic passengers last year.
The U.S. Travel Association reports the travel industry added 11,200 jobs in February, accounting for 4.6% of (non-farm) employment growth that month. Total travel employment now remains steady at its January record of 8.2 million total U.S. jobs. Overall, the travel industry has been a consistent job creator for the U.S. economy, adding new jobs 18 of the last 20 months.
Metro’s Expo line, which will extend from Culver City to Santa Monica will officially open May 20. The extension includes seven new stations and riders will be able to get from Downtown to Santa Monica in 45 minutes.
Metro’s Gold line 11.5-mile extension from Pasadena to Azusa opened March 5, 2016. The project added six stations to the Gold Line beyond the existing Sierra Madre Villa terminus at Arcadia, Monrovia, Duarte, Irwindale, downtown Azusa and Citrus College/Azusa Pacific University.
Mayor Eric Garcetti, joined by Councilmember Joe Buscaino and the Port of Los Angeles, announced plans for a $100 million revitalization of the Ports O’ Call Village. The 30-acre proposal includes dining, retail, and open space that will reenergize the area, and improve ocean-side access for both locals and tourists. The new project will be called the San Pedro Public Market. The first phase of the project will include 16 acres of restaurants, shopping, fresh markets, and boutique-style office space, as well as more than half a mile of waterfront promenade. The San Pedro Public Market will also feature ample outdoor space — including an open-air amphitheater for live entertainment, interactive family-friendly attractions, and year-round events.