Now Playing is Los Angeles Tourism’s new pitch, highlighting the attractions, experiences, entertainment and accommodation unique to the City of Angels. The campaign will run across traditional and digital marketing channels in key international markets, including the UK, Ireland, Australia, Canada and Mexico. You can watch the ad at the foot of the story.

Los Angeles Tourism on Tuesday (4 October) revealed that while a recovery in UK and Irish travellers to the city was under way, it did not expect a full recovery to pre-pandemic levels until 2025, and would be dependent on a "strong increase in airlift" from the UK to Los Angeles International. There are currently 62 direct weekly flights between the UK and LAX, offering in excess of 17,500 seats.

"The UK and Ireland has always been among our top inbound markets, and we won’t see full recovery in Los Angeles without the return of these valued guests,” said Adam Burke, president and chief executive of Los Angeles Tourism.

The organisations said Now Playing was designed to support the recovery of tourism to LA. It was shot on location at several "iconic" city sites, and combines live-action film, music, animation and voiceover. The 30-second piece follows a group of friends around the city, visiting attractions such as the Hollywood Walk of Fame, Venice Beach, and Los Angeles’ County Museum of Art and Music Center.

Don Skeoch, chief marketing officer for the Los Angeles Tourism and Convention Board, said the skit "instantly evoked what is unique about Los Angeles".

The ad was also produced by homegrown talent; both versions are narrated by veteran of stage, screen and TV, Jenifer Lewis, while southern Californian DJ and record producer Steve Aoki also lends his talents.

Now Playing will play out in the UK and Ireland over the coming months.