Winter in L.A.!
Shed your winter coat and warm up with Winter in L.A. You’ll discover the coolest sites, the warmest people and an endless itinerary of fun in the sun! In December, L.A. Tourism with the participation of TMD hotels launched the Winter in L.A. promotion designed to drive incremental room nights during L.A.’s softest visitation months. The media will highlight L.A.’s great weather, cultural events and outdoor activities. The promotion will run on discoverLosAngeles.com, Orbtiz.com and Hotels.com, through Feb. 6 with stay dates through Feb. 28.
Ctrip's Best Tourism Awards Celebrate L.A. as Top Destination
The sixth-annual Ctrip Best Tourism Destination Awards ceremony was hosted by Ctrip and the China Tourism Academy in China’s Lijiang on Jan. 10 and included tourism boards from home and abroad, as well as tourism-related companies, institutions, media and tourism experts will be present at the ceremony. Ctrip Best Tourism Destination Awards represent the only national large-scale tourism destination selection that’s based on online voting, and includes millions of participants. Los Angeles placed in the Top 10 for Most Popular Overseas Tourism Destinations; Favorite Newly Rich (Tuhao) Destination; and Most Popular Holiday Travel Destination.
L.A. Tourism Hosts Agent Kai’s New Year’s Celebration
L.A. Tourism’s International Team continued a long-standing tradition of hosting local Japanese tour operator Agent Kai’s New Year’s Celebration at Trump National Golf Club on Jan. 6. The event was attended by more than two-dozen senior executive members from Ana Hallo USA, H.I.S., J-Pac, JTB USA, KNT, Meitetsu, Nippon Travel Americas, Japan National Tourist Organization and the Japanese Consulate, while a champagne toast was hosted by Cynthia Schmitt from Citadel Outlets. The program included an L.A. Tourism ‘What’s New’ presentation updating our guests on the latest in hotels, tours and attractions, transportation and shopping development. Japan is L.A.’s fourth-largest overseas market, with inbound travel slated to increase after new daily air service on Japan Airlines debuts from Osaka on March 20.
Affinity Market Ads Promote Winter Travel to L.A.
Within the overarching “Winter in L.A.” ad campaign launched in December, market-specific campaigns will target potential African-American and LGBT visitors in the cold weather regions of Chicago and New York throughout the month of January and into early February.
African-American visitors to L.A. spend 50 percent more than average L.A. visitors per trip, and LGBT visitors spend more than double. Taken together, these markets account for more than $4.1 billion in annual visitors spending in the local economy.
Since weather and culture are the top two reasons both African-American and LGBT travelers choose a destination, L.A. Tourism’s affinity-markets campaigns will emphasize these two assets for potential visitors to L.A.
Additionally, January marks the celebration of Martin Luther King Jr. Day and its three-day weekend, while February marks a three-day Presidents’ Day weekend whose Saturday is also Valentine’s Day, providing an ideal time for a romantic getaway. February is also Black History Month and includes L.A.’s Pan African Film Festival.
The African-American digital campaign is running on Orbitz.com as well as the Black Entertainment Television (BET) digital network and across Complex.com, a family of fashion, sports, entertainment, style and products websites that has the unique ability to reach one in three African-American adults who travel and engage in social media. The campaign will deliver 9 million media impressions to African-American adults over five weeks.
The LGBT digital campaign is running across the websites of Here Media (Out.com, Advocate.com, Gay.com), GayCities, the gay travel site Passportmagazine.com and the gay politics, culture and entertainment site TowleRoad.com, producing nearly 13 million media impressions over a five-week period.
Los Angeles ranks as the fifth most-popular domestic destination for LGBT visitors and the sixth most-popular for African-American visitors, attracting a total of almost 5 million visitors each year.