It's that feeling you get when you're watching the sunset from Griffith Observatory. Or when you're driving down Santa Monica Boulevard, just cruising beneath those towering SoCal palm trees.
Now the Los Angeles Tourism and Convention Board is spreading that L.A. love to our friends on the East Coast. If you're traveling through New York City, you're likely to see some L.A. love billboards highlighting some of the best things our city has to offer.
"Our billboards are...all the diverse places and all the diverse faces of Los Angeles," explained John Boudouvas, vice president of brand marketing for the L.A. Tourism and Convention Board. "And it's a way to show everybody how they can experience all the wonderful things in Los Angeles. "
The bilboards feature landmarks in the city, including Griffith Park, Runyon Canyon and the Venice canals. The reason for these particular spots? Focus groups. They shed a lot of light on how New Yorkers feel about the City of Angels.
"New Yorkers are drawn to L.A.," Boudouvas said. "They want to come here to enjoy the weather. They want to come here because they know there's this sort of creative landscape here that they can kind of be part of. And they know that they can kind of be open here and be who they want to be."
So. After all these years...is the East Coast-West Coast rivalry finally fading?
"We don't really look at it as a rivalry. We look at it more as this shared love of food and culture and fashion and creativity and innovation," Boudouvas said. "It kind of unites New Yorkers and Angelenos. So whether there's a rivalry there or not, we look at it as, we know New Yorkers really love to come experience L.A., and there are so many similarities between what they love to see and do, so that's kind of how we approach it."
Seems hard to believe considering things like this exist:
But even though it might be secretly, New Yorkers really love us. Boudouvas said that New Yorkers are a key market for SoCal. It's our number two market in visitation, after San Francisco. We rake in over two million visitors every year from the Empire State.
So, armed with this campaign and the knowledge from these focus groups, he's confident in convincing skeptical New Yorkers to come to L.A.
"Just give us 72 hours in Los Angeles," he said, "and we guarantee you will fall in love with the city."