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Los Angeles Tourism has launched a global advertising campaign inviting Aussie football fans to ‘Start Your World Cup Experience in LA’.
Running in Australia from February to May, the $1 million campaign targets high-value East Coast travellers aged 25-54 with content across paid social, search, premium video, connected TV, out-of-home, radio, publishers and influencers.
Meta will drive reach, whilst Google Search will capture high-intent demand. oOh! Media will deliver premium out-of-home placements across urban, transit, metro and airport environments. YouTube and connected TV partners will align placements with US sports and football content.
Local voices include talent reads with Mamamia across their national podcast network, NOVA and ARN radio. Los Angeles Tourism has also partnered with online travel and content creator platform Byrdli, engaging local content creator Tahnee Cook to produce shoppable LA itineraries that drive inspiration and conversion. Custom editorial-led storytelling will also feature via LA city guides with Qantas Magazine (Medium Rare) and Boss Hunting.
The creative is led by the ‘We Love LA’ platform, supported by FIFA creative, partner created content and Australia specific executions.
Los Angeles Tourism CMO Eileen Hanson said: “As an official Los Angeles World Cup Host City Supporter, the World Cup offers a moment to showcase the creativity, diversity, and spirit that sets Los Angeles apart, and we’re proud to welcome fans as they begin their journeys here.
“Australians are well travelled and for many, they have already ticked off the LA’s bucket list tourist icons, so we wanted to inspire them with lesser-known neighbourhoods, culinary scenes, nightlife options, wellness and other sporting events that will entice them back once more.
“When it comes to holiday planning, we know that Australians are inspired by their peers, so authenticity is central to the media buy, with local storytelling brought to life via authentic and trusted Australian voices.”
Los Angeles Tourism regional VP Craig Gibbons said: “As the second largest overseas source market for LA visitation, the Australia and New Zealand region remains integral to our success. Australians pride themselves on their love of travel, and we are pleased to see their curiosity and passion for the City of Angels reflected in increased travel bookings.
“Australia and LA maintain a shared passion for sport, so with LA’s slate of mega-sporting events including the World Cup this year, Super Bowl in 2027 and the Summer Olympic and Paralympic Games in 2028 – there is an event for everyone” he added.
Los Angeles Tourism is partnering with recognisable and trusted brands. In Australia, Los Angeles Tourism is collaborating with United Airlines to promote service to Los Angeles through a targeted paid media investment focusing on Sydney, Melbourne and Brisbane.
Los Angeles Tourism has also been working closely with OneFootball, a digital platform with more than 645 million monthly fans.
At the heart of the campaign is a multilingual resource hub at DiscoverLA.com/FIFAWorldCupLA, where visitors can explore neighbourhood itineraries, cultural guides, and the popular culinary feature on “A Taste of the World Cup in LA”.
LA Tourism has also worked closely with the Los Angeles World Cup 2026 Host Committee to curate a 39-Day Fan Experience Guide and calendar highlighting community and fan events, as well as the official Los Angeles World Cup 2026 Fan Zones.
