L.A. Tourism at Work - March 2019

Choose Your Own Adventure
Los Angeles Tourism’s Australia office launched a B2B campaign on Feb. 12, 2019 to promote the LA Insider online training program. The campaign encouraged Australian travel agents to complete the training over four weeks by highlighting the educational benefits of the program and the ease of completing it via the app. The promotion was also used to showcase key L.A. pillars by allowing travel agents to choose from one of four themed vacation prizes. The campaign resulted in over 2,200 new travel agent registrations, making it the most successful B2B campaign since the program launched in Australia in May 2018. United Airlines partnered with Los Angeles Tourism to provide airfares prizes for the campaign to promote their Sydney and Melbourne direct service routes to LAX.

American Airlines Training Seminar in Auckland
Los Angeles Tourism's Australia office and Los Angeles World Airports partnered with American Airlines to co-host a travel agent training seminar on-board American Airlines’ Boeing Dreamliner 787 aircraft at Auckland Airport on February 7, 2019. A total 30 Kiwi travel agents from across Auckland were treated to a personal tour of the aircraft and received destination update from Los Angeles Tourism’s Kathleen Finneran. Warner Bros. Studio Tours Hollywood joined the training seminar which highlighted L.A.’s new hotels, attractions and an overview of LAX’s modernization program.

In partnership with American Airlines, Los Angeles Tourism’s Australia office co-hosted a client appreciation luncheon for New Zealand’s travel trade Sky City Grand in Auckland on February 8, 2019. The event was attended by twelve top travel trade partners in the New Zealand market including Flight Centre, GO Holidays, House of Travel, STA Travel, Helloworld and Infinity Holidays. Los Angeles Tourism utilized the event to update the trade on the strong visitation growth that saw 96,000 Kiwis visit LA in 2018. Guests enjoyed destination updates highlighting L.A.’s new hotels and attractions. They also received an LA Originals gift from P.F Candle Co., now available at LAX Airport terminal stores.

Flight Centre Travel Expo – Auckland
To promote their seasonal Auckland to LAX service, Los Angeles Tourism & Los Angeles World Airports co-exhibited at the Flight Centre Travel Expo in Auckland from February 9-10, 2019 in partnership with American Airlines. The two-day consumer travel expo attracted over 7,000 New Zealand consumers who were able to book special travel deals to L.A. while receiving information and advice from destination experts on how to plan their next visit.

Visit USA Australia Sales Mission
Los Angeles Tourism exhibited at the annual Visit USA Australia sales mission held in Sydney, Melbourne and Brisbane from February 18-21, 2019. The four-day event attracted 1,200 Australian travel agents and trade partners who met U.S. destinations and travel companies including Los Angeles Tourism.  The agents received product updates and destination trainings on new L.A. hotels and attractions as well as information on LAX Airport.

In addition, the sales mission included a B2B event sponsored by Brand USA during which Los Angeles Tourism was able to conduct 1-on-1 meetings with 20 top travel brands to increase their LA product range and explore future marketing opportunities.

QANTAS Holidays Sales Incentive Launch
In partnership with Universal Studios Hollywood, Los Angeles Tourism launched an exclusive sales incentive for wholesaler QANTAS travel agents during an in-house training seminar in Melbourne on Feb. 7. The incentive’s goal was driving sales of LATMD hotels and Universal Studios Hollywood tickets through one of the top travel brands in the Australian market. The campaign also encouraged travel agents to complete the LA Insider online training program and will reward two top selling QANTAS Holidays travel agents with a trip to Los Angeles later this year.

Brand USA New Zealand Sales Mission
Los Angeles Tourism’s Australia Regional Director Craig Gibbons participated in the annual Brand USA New Zealand sales mission held in Wellington and Auckland from February 25-27. The mission attracted 500 travel agents who received updates on LAX Airport as well as family-friendly offerings in Los Angeles.

Air New Zealand Sales Calls
In partnership with Universal Studios Hollywood, Los Angeles Tourism and the Air New Zealand sales team visited top selling travel agency stores in both Wellington and Auckland throughout February. Staff promoted the Los Angeles Tourism & Air New Zealand “Know Your LA” campaign that highlights Auckland to LAX airfares while offering updates on L.A.’s attractions. During the visits, agents competed in a game of L.A. trivia for a chance at entry into a familiarization trip to the destination.   

JATA/BUSA In-Depth Seminar

JATA and Brand USA Japan conducted the annual in-depth American Seminar series at JATA’s Tokyo office on Feb. 18, 2019. This year’s theme was “Enjoy America From Fall to Spring” and during her presentation, Los Angeles Tourism Japan Rep Emiko Morimoto provided updates on LAX, new L.A. attractions and the LA Insider program.

VUSA Seminar & Workshop

Visit USA Japan held its annual seminar and workshop event for travel trade at Westin Tokyo on Feb. 21. Los Angeles Tourism Japan representative Emiko Morimoto provided destination updates highlighting L.A.’s seasonal activities.

Aer Lingus USA Roadshow – Ireland  

To support the direct daily air service between Dublin and LAX, Los Angeles Tourism’s U.K. office participated in the Aer Lingus Taste of America Roadshow held in Belfast, Dublin, Limerick and Cork.  A delegation of 20 U.S. cities participated in the four training events. At each training, 300 travel agents were updated on all the exciting things Los Angeles has to offer.

Aspire Luxury Travel Forum – UK  
Los Angeles Tourism’s U.K. office sponsored the Visit USA/Aspire Luxury Forum, a new U.S. destination event targeting luxury agents. The agents were given an overview of L.A. product to meet their clients’ needs. As the day’s sponsor, Regional Director of Europe & Middle East Francine Sheridan presented on L.A.’s luxury offerings, highlighting the new Virgin Atlantic Manchester-LAX flight route which commences on May 31.

Succès Voyage Training – France  
Los Angeles Tourism’s France rep conducted an L.A. product training for the staff of Succès Voyage, a French tour operator dedicated to upscale business and leisure travel. The training covered updates on LAX and the Private Suite as well as L.A.’s newest attractions.
Terres Lointaines – France  

Los Angeles Tourism’s France rep conducted an L.A. training for tour operator Terres Lointaines’ travel agents in Paris. They were trained on how to sell Los Angeles as a destination or as part of a road trip. Staff shared the latest destination updates as well as the newest L.A. attractions and experiences. The L.A insider program and the new Discover Los Angeles French website were also presented.

NAJ RTO West Trade Show
Los Angeles Tourism participated in NAJ’s annual RTO West Trade Show at the Ritz-Carlton, Marina del Rey from Feb. 13-14, 2019. Staff conducted 21 appointments with receptive tour operators that support the U.S., European, Chinese, Japanese, Korean and Latin American markets, sharing the latest destination updates and highlighting LAX’s modernization and direct air service and the newest L.A. attractions and experiences.

Go West Summit
Los Angeles Tourism participated in the 2019 Go West Summit in Boise from February 24-28, 2019. The show, which attracted over 800 tour operators and suppliers from around the world included an educational day of industry updates on the international travel forecast, over-tourism, and travel advocacy. Staff conducted 40 appointments with international and receptive tour operators that support the U.S., European, Chinese, Japanese, Korean, Middle Eastern and Latin American markets, sharing the latest destination updates, highlighting LAX’s modernization and direct air service and the newest L.A. attractions and experiences.

AIME 2019
Los Angeles Tourism hosted a booth at Asia Pacific Incentives and Meetings Event (AIME) in Melbourne, Australia, networking with a variety of potential clients to raise L.A.’s profile as a global meetings and events destination. AIME 2019 welcomed 2,500 total attendees.
 

Southeast Asia Sales Mission
Los Angeles Tourism visited Southeast Asia to meet with 50 travel agents, 20 airline staff and 22 DMC reps to share updates on the destination. Staff traveled to the Philippines, Vietnam, and Indonesia and outlined key reasons why Los Angeles is the premier meetings and event destination in the U.S.

The Communications team leveraged the February launch of two notable art fairs, Frieze Los Angeles and Felix, to showcase the destination’s rich arts and culture offerings with visiting media. The hosted journalists experienced an art tour at the newly renovated Mayfair Hotel and visits to L.A.’s premier cultural institutions including The Broad, LACMA, ICA LA, Hauser + Wirth and Marciano Art Foundation.

Also in February, the Los Angeles Rams reached their first Super Bowl since returning to Los Angeles, played in Atlanta – a new long-haul market for Los Angeles Tourism. Brand Marketing, Digital Marketing and Global Communications sought to leverage the Rams appearance in the Super Bowl to raise awareness for L.A. as a tourism destination and underscore the destination’s position as a sports capital by partnering with beloved L.A. icon, Danny Trejo. The team brought Danny’s famous Trejo’s Tacos to Atlanta for a little taste of L.A. which generated $2.3M in earned media value, 6M total impressions on social media and $135K in earned impression ad value.

The team created a “Live Like a King” familiarization tour for journalists from Vancouver Sun and Vancouver Courier. Their itinerary showcased new and iconic L.A. sports stadiums such as Banc of California, Los Angeles Memorial Coliseum and upcoming Los Angeles Stadium. They also enjoyed the Vancouver Canucks play the L.A. Kings at Staples Center. During their visit to the Beach Cities, the group rode bikes along The Strand with Hermosa Cyclery, rock climbed at Sender One LAX and enjoyed an evening at Hermosa Beach Comedy and Magic Club.
 

Also in February, the team created a wellness-themed familiarization tour for a group of six media hailing from Mexico. Future coverage will highlight the destination’s healthy habits and newest lifestyle trends with experiences that included paddleboard yoga with YogAqua, a Hollywood Hills hike with Bikes & Hikes and dining at The Rose and Mama Shelter. The group stayed at Hotel Erwin and W Hollywood.
 

The team also hosted a group of Korean media at the end of February for a familiarization tour showcasing L.A.’s iconic attractions and landmarks such as Abbot Kinney, Westfield Century City, LACMA, Petersen Automotive Museum and The Broad, among others. Upon their departure, the journalists received a tour of the international terminal at LAX as well as a demonstration of the AR wall from the Guest Experience Team.  Accommodations were hosted by Hotel Erwin and Dream Hollywood.

In addition, the team hosted two editors from Asiana inflight magazine the week of February 25.  The journalists explored how Angelenos experience the city for a feature in the May issue of the magazine.
 

The team hosted a film crew from Australia’s "Channel 9 Today Show," who taped at the Hollywood Museum for an upcoming broadcast showcasing Los Angeles.  

In partnership with Flight Centre, the team hosted a TVNZ breakfast at which a crew filmed a live broadcast with three segments highlighting Warner Bros. Studio Tour Hollywood.