Los Angeles wants you back. According to this new ad campaign from the Los Angeles Tourism & Convention Board, the city is now safe for shopping, dining, art viewing, and roller coaster riding.
Are You Ready to Book?
The line, “Start Your Comeback,” does not move me. A comeback means you were once gone or lost. Wrong. Many of us are just working from home when possible, staying off airplanes when possible, and generally keeping our distance from other human beings.
The thing that’s true in this campaign is we generally do miss seeing one another and doing the things we used to do, pre-pandemic. Our desire for a return to normalcy is real and we all feel it, but what’s obscured (or excluded) in ad campaigns of this nature is the fact that COVID-19 continues to mutate and spread and kill.
Real Comebacks Can Take Years
According to Adweek, the campaign was created in-house by the Tourism & Convention Board and produced locally by Plus Plus.
The Board estimates visitation to Los Angeles—the second-largest U.S. city—will grow 42% this year over 2020, but not reach 2019 levels until 2024.