“We spent a great deal of time discussing the merits of reframing our organization’s name to make it more consistent with our strategic goal of capturing more convention, meeting, and leisure tourism business,” said Mark Liberman, president and CEO of Los Angeles Tourism.
“We spent a great deal of time discussing the merits of reframing our organization’s name to make it more consistent with our strategic goal of capturing more convention, meeting, and leisure tourism business”
Liberman added: “Our former name, LA INC., did not reference the industry that we serve, nor did it clearly delineate our Los Angeles geography to our growing number of international visitors,” noting that, in 2011, the number of international visitors to Los Angeles jumped 6.7 percent over the previous year, to 5.9 million. In 2011, Los Angeles led the country in the growth of in-bound overseas arrivals, reinforcing the City’s growing popularity among overseas tourists.
Don Skeoch, chief marketing officer for Los Angeles Tourism, said: “With an estimated 43 million total visitors, Los Angeles presently ranks third behind Orlando and New York City as one of the country’s leading tourist destinations; and in 2012, we anticipate establishing a new record for tourism in the City, with nearly 45 million visitors.” Moreover, tourism is a leading industry in Los Angeles, providing one out of every 10 jobs throughout the destination.
The new name is coupled with a new logo, which Los Angeles Tourism’s marketing team created in partnership with advertising agency Campbell-Ewald in repositioning and rebranding Los Angeles.
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