As part of its latest global campaign, and taking inspiration from the award winning movie La La Land, Discover Los Angeles has broken away from the traditional tourism advertising formula and is showcasing the ‘feel’ of the city.

The new campaign, which launches in the UK this week, features visual metaphors that evoke the emotion of an L.A. moment. In one example, a dance troupe from the University of Southern California’s Glorya Kaufman School of Dance perform against the backdrop of a dusky Downtown skyline view from Griffith Observatory, bringing to life the feeling of experiencing L.A.’s sweeping vistas.

Don Skeoch, chief marketing officer for destination marketing organisation, said: “Following in-depth focus groups in nine of our key global markets, including the UK, one point became clear; the feel of Los Angeles has an inexorable pull on visitors. They are interested in all of the things they can do in the city, but to them, L.A. is first and foremost about a lifestyle and a feeling. We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”

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