In a first for the city of L.A, the Los Angeles Tourism & Convention Board (L.A.  Tourism) today launches an Australia-wide advertising campaign, specifically aimed at the local  millennial market.

Titled “Get Lost in L.A.” the campaign harnesses millennials’ love for the “City of  Angels” and invites them to discover the epic moments Los Angeles is having in the culinary, culture,  fashion and creative spheres.

The new global campaign was developed in conjunction with award-winning Los Angeles agency PRETTYBIRD, in collaboration with creative boutique REMO+OOB.  Australia is the first  overseas market to roll-out the campaign, following a North America roll-out in the U.S., Canada and  Mexico.

Don Skeoch, chief marketing officer for L.A. Tourism commented: “Australia is our second largest  overseas market, so it’s important for us to understand insights into Aussie travellers and roll out  strategies to support local trade efforts.

“Following a series of focus groups in Australia, we learned that millennials in particular embody an  ‘anything is possible’ sentiment about Los Angeles. These unscripted moments make one’s L.A. trip  unexpectedly amazing and we’re encouraging visitors to “Get Lost” in these only-in-L.A. experiences.”

From October, Discover Los Angeles will be rolling out its integrated marketing campaign nationally  with a focus on the eastern seaboard. The campaign has been timed to coincide with Australians’  peak booking and travel periods. The “Get Lost” campaign will span; out-of-home billboards and bus  shelters, long form video, digital advertising and social media buys, as well collaborative marketing  ventures with media and trade partners.

Craig Gibbons, regional director Australia & New Zealand for L.A. Tourism commented: “We know  that Aussies love to experience the glitz and glam of Hollywood and iconic ‘only in L.A’ style  experiences.  Our local marketing efforts aim to build on this, inspiring millennials to broaden their  horizons and discover other dimensions to this epic city.

“As a ‘city of cities’ with 88 unique neighbourhoods ready to be explored, an incredible dining scene  that reflects the multi-cultural tapestry of the 140 nationalities that call the city home, endless  outdoor activities and more galleries than any other U.S. city – Aussies will be surprised by what they  discover.”

At the core of the buy is PRETTYBIRD’s spot, bringing to life these beautiful, fun-filled moments in  the form of a cinematic snapshot of a millennial couple’s serendipitous 24 hours in Los Angeles.

Award-winning filmmaker Jason Zada conceptualised and directed the video, in a bid to highlight the  endless things one can do in the city. Locations included within the adventurous day include a high-flying spectacle at a Mexican wrestling arena, dinner at one of L.A.’s hottest restaurants, the new  Broad museum, taking an adventurous trip on L.A’s Metro, boutique shopping on Melrose and a stunning Venice sunset, all set to L.A.-resident BØRNS’ track “Electric Love.”