The Los Angeles Tourism Organization will collaborate with K-pop star RIIZE to launch a global campaign called 'Now Playing.' The campaign will be launched in major countries around the world with investment support from the California Tourism Organization and the U.S. Tourism Organization.
The campaign message is 'Now Playing in LA.' It is a metaphor for a movie about a destination in LA, introducing various events and inviting tourists to the red carpet in LA.
First, the development of the campaign advertising materials was accompanied by the motion graphic and film title sequence production company Imaginary Forces (IF). A total of six 15-second commercial videos produced by IF feature attractions such as the Hollywood Sign, Academy Film Museum, Los Angeles County Museum of Art (LACMA), and Universal Studios Hollywood.
The commercial video features a total of six themes, including art and culture, outdoor and wellness, studios and attractions, shopping, and gourmet food. It contains the travel method of the themes 'Now Playing,' which can only be experienced in LA, and the unique young and free atmosphere of the city.
The background music used the sound source of 'Get a Guitar,' the debut single of 'RIIZE,' which is also attracting attention in overseas markets as a new K-pop star. The music video for 'Get a Guitar' was filmed in LA, and RIIZE visited major attractions in person and built a relationship with Los Angeles.
This collaboration is the world's first partnership between a U.S. city marketing agency and a Korean entertainment agency for an advertising campaign. Through collaboration with K-pop Star, the Los Angeles Tourism Organization wants to choose LA as the most preferred city for Korean tourists and raise the brand awareness of LA cities not only in Korea but also around the world.