A digital initiative highlighting Los Angeles’ vibrant arts and culture and culinary scenes has zeroed in on Indian film star couple Sonam Kapoor and Anand Ahuja to showcase the global creative capital.

On average, Indian travellers spend 8.6 nights in Los Angeles with research indicating sightseeing (at 95 per cent), shopping (at 77 per cent) and art galleries and museums (at 37 per cent) ranked as top preference.

The Los Angeles Tourism and Convention Board, the official destination marketing and sales organisation for the city, aims to grow its share of visitors from India and is looking to undertake consumer marketing initiatives through 2019.

Don Skeoch, LAT’s Chief Marketing Officer, “Utilising social platforms not only speaks to our target where they are, but also provides us with the ability to tightly target (the campaign) based on demographic tendencies of a long-haul vacationer.”

“Through Sonam and Anand’s digital storytelling, potential, Indian visitors can connect with and understand the LA brand,” he added.

Tapping into the couple’s passion for reading, vegan cuisine, the film industry, basketball, art and more, LAT’s four-episode digital campaign shows them visiting the LA County Museum of Art, experiencing the Warner Bros. Studio Tour Hollywood, tasting Chef Esdras Ochoa’s famous vegan tacos at Salazar, and vibing at the Hollywood Roosevelt Hotel.

Last year, LAT launched its first digital campaign in India with fashionista Malaika Arora, who visited LA and experienced the destination first-hand. Malaika’s experiences were translated into a video series that ran on her and LAT's social channels.

“This campaign was a huge success. We saw high levels of engagement, and received positive feedback from the travel trade industry,” said Skeoch.

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