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• The initiative will feature Jenifer Lewis, an LA resident and stage and screen vet who recently received her Hollywood Walk of Fame star.
• The new campaign will roll out across traditional and new media channels through December.
• It is part of a $10m national ad buy.
• This campaign follows a successful comeback campaign from LAT, which reportedly drove an incremental $2b in tourism.
  • In 2022, LAT's leaders expect to reach 92% of 2019's "record-breaking visitation," per president and CEO Adam Burke.
• LAT is also investing in experiential activations at events such as the Super Bowl (2023), the World Cup (2026), and the Olympics (2028).
• The organization is likely to:
  • ​​​​​​Work with additional influencers such as Jenifer Lewis
  • Return to heavier spend once it launches the campaign
  • Seek new agency partners to handle PR and/or digital
• Target demographic: 
  • Millennials
  • This organization's target demographic also has a male skew.
    • It appeals to this audience by advertising during sports events.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, LAT has spent approximately $2.2k on national TV commercials, a mere fraction of the approximately $87.9k spent by this point last year.
  • Last year: The organization spent around $87.9k on this channel after not having utilized it in 2020.
  • 2022 ad programming: LAT's 2022 commercials have aired during shows such as Black Market With Michael K. Williams, Salvage Dawgs, The Engagement Plot, Fire in the Sky, and The Wedding Do Over.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The organization has allocated roughly $491.3k toward digital ads YTD, less than a fifth of the roughly $2.6m allocated within the same 2021 timeframe.
  • YTD data: Since the beginning of 2022, LAT has earned ~62.4m digital impressions, 61% via Instagram ads and 38% via Facebook ads.
  • Last year: The organization's estimated full-year 2021 spend of $3.2m increased almost exponentially from that of $375k in 2020.

Additional agency insights: