Kobe, Beckham Star In Marketing Push

Jan. 14, 2009: Never mind that the ground tends to shake a bit or that "smog alert" is heard as often as "surf's up." Kobe Bryant, David Beckham, Baron Davis, the World Baseball Classic (the finals will be played at Dodger Stadium in March) and other athletes and celebrities have been enlisted by the Los Angeles Convention and Visitors Bureau for a new campaign, "That's so LA," designed to "attract visitors to top local landmarks, expand the tourism industry, and create good-paying jobs for LA’s workers." The effort, from HEILBrice, Los Angeles, and overseen by LA INC, touts Los Angeles as "the first city of the 21st century. " As one spot offers over shots of the aforementioned athletes in action and hot spots around town, "Welcome to Los Angeles. Discover it. Discover ... awe, beauty, friends, yourself, the future. No matter where you come from the future is a great place to visit. It's called Los Angeles." Tourism brought in more than $14 billion and 26 million visitors to the area in 2008, according LAVCB. The campaign includes Internet, print, radio and outdoor at such high-traffic spots as Los Angeles International Airport. Spend was not revealed.


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