We Love LA

A Global Paid Media Campaign Driving Tourism Growth

Silver Winner, 2025 HSMAI Adrian Awards – Consumer Brand Campaign: Paid Media

Overview

"We Love LA" was a global paid media initiative developed in partnership with the Los Angeles Tourism & Convention Board to reignite international travel demand for Los Angeles. The campaign unified creative storytelling and performance-driven media to inspire visitation and position the city as a leading global destination for culture, entertainment, and innovation.

Challenge

In a competitive post-pandemic travel landscape, Los Angeles needed to reestablish its international appeal and reconnect with travelers whose preferences and booking behaviors had shifted. The challenge was to translate a single brand platform - "We Love LA" - across diverse markets while maintaining consistency, resonance, and measurable impact.

Solution

Allied led strategy, creative adaptation, and global media execution for the campaign, aligning data, storytelling, and distribution to reach high-value audiences.

• Audience-first planning: Applied market-level insights to tailor messaging and placements for key origin markets.

• Creative localization: Adapted visual and copy assets to align with local culture and traveler motivations.

• Omnichannel activation: Orchestrated a cross-platform mix spanning social, digital video, and programmatic environments to maximize reach and engagement.

Outcome

The We Love LA campaign was recognized with a Silver Adrian Award in the Consumer Brand Campaign: Paid Media category for its creativity, strategic impact, and contribution to global tourism growth.

Why It Stood Out

The campaign exemplified how a data-informed paid media strategy can elevate destination marketing - bridging emotional storytelling with measurable business outcomes and reinforcing Los Angeles' global tourism brand.