Los Angeles is starting its comeback by safely reopening museums, indoor dining, theme parks, outdoor live events and more. Now, the Los Angeles Tourism & Convention Board hopes to inspire lovers of LA to start their comeback, whenever they are ready. 

A double entendre, the comeback story is a nod to the challenges the destination has faced over the past year, while acknowledging the overflowing optimism for the future – with the campaign’s creative aiming to inspire visitors to come back to LA. “LA is the place for visitors to come back to those moments of spontaneity, joy, romance, relaxation and more that were missed,” stated Don Skeoch, chief marketing officer for the Los Angeles Tourism & Convention Board.

It was important to create a campaign that presented an authentic Los Angeles experience, which is why real Angelenos who are representative of LA’s diverse and inclusive fabric were hand selected to be featured in this spot.

"We love being able to champion our city and give everyone a glimpse of some of its most treasured places after so long—there is so much beauty to highlight making Los Angeles an enticing place to visit," said Dave Horowitz, managing director at Plus Plus, our sister agency and multi-service production company.