---
title: 'We Love LA'
url: 'https://alliedglobalmarketing.com/paid-media/we_love_la'
markdown: 'https://alliedglobalmarketing.com/paid-media/we_love_la.md'
date: '2026-09-28'
description: '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 …'
---

![](https://alliedglobalmarketing.com/images/3/4/a/5/5/34a55fb176c0bcb2807b1aaba6cf48547269e6a3-imagesssss-2.webp) 

#  *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.

## **Get in Touch**

Fill out the form below to find out how Allied Global Marketing can help your brand stand out.

#  Related *work* 

### LA Tourism × GumGum

Contextual Targeting Meets Immersive Creative

 ![](https://alliedglobalmarketing.com/images/1/3/b/d/e/13bde34e86629cf3302a07d9aa5fe39b29490b8c-image.webp) 

[LA Tourism × GumGum](https://alliedglobalmarketing.com/paid-media/la_tourism)

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- Parent: [Paid Media](https://alliedglobalmarketing.com/paid-media.md)
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