Actor Tom Hanks, Los Angeles Laker Kobe Bryant and reality television actress Lauren Conrad are a few of the familiar faces appearing in a series of new advertising spots unveiled Friday as part of the "That's So LA" tourism campaign.
The $2 million marketing campaign will initially target 21 million Southern California residents who travel to Los Angeles. It will then roll out to domestic and international markets. Ads will appear in Southern and Northern California editions of major magazines, online on sites like Travelocity and on billboards at Los Angeles International Airport, the Hollywood and Highland complex and Metro buses.
"During this tough period, one of the sectors taking the biggest hit is tourism. Families are cutting back on travel. In some cities, that might not matter too much," said Mayor Antonio Villaraigosa. "We don't have the luxury of losing tourists."
Local news from across Southern California
Tourism in Los Angeles is a $14 billion industry, with about 26 million annual tourists, according to LA Inc. The tourism industry employs 266,000 Angelenos, making it the second-largest employer in Los Angeles County behind international trade.
The "That's So LA" campaign replaces the five-year-old "See My LA," which highlighted the favorite attractions of major celebrities.
The campaign highlights landmarks such as the Walt Disney Concert Hall, Venice Beach, Universal Studios, the Hammer Museum and the Hollywood sign.
Information for tourists can be found at www.DiscoverLosAngeles.com.