The $2 million "That's So L.A." campaign will initially target 21 million Southern California residents who travel to L.A. It will then roll out to domestic and international markets. Ads will be posted on travel Web sites, magazines, and at the airport.
"Tourism is the life-blood of our economy and we can't afford to let the benefits of the industry stop flowing to the heart of the city," said L.A. Mayor Antonio Villaraigosa.
The mayor and members of the Los Angeles Convention and Visitors Bureau unveiled the campaign on Friday morning. The campaign features a series of ads that highlight the sites and attractions around the city. It also includes a new Web site where people can discover the city and make restaurant and hotel reservations.
A contest on the new Web site aims at getting locals involved in the campaign. Residents can come up with their own "That's So L.A." advertisement online and win $1,000 and a free L.A. weekend getaway.
"L.A. is about movie stars and glamour," said Suzana Carvalho, from Brazil.
In 2008, tourism brought in a record $14.2 billion to the local economy. The tourism industry is the second-largest employer in Los Angeles County behind international trade.
"We don't have the luxury of losing tourists," said Mayor Villaraigosa. "With 26 million visitors hitting out streets in 2008, we know that people still want to come to the City of Angels."
City leaders are hoping with this new campaign 2009 won't disappoint.
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.
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