Three versions of the 30-second television spot will air in Southern California through mid-August. Footage of dynamic Los Angeles provides the back-drop for celebrity ambassadors inviting travelers to vacation in LA this summer.

The commercials are part of LA�s �see my LA� marketing campaign that drives consumers to www.seemyLA.com, the Web site for LA INC. The Los Angeles Convention and Visitors Bureau. There, visitors will learn about LA�s new All Access Pass to more than 30 Los Angeles museums and attractions. Using smart-chip technology, visitors use the card to gain admission to each LA venue without ever having to exchange cash. The pass features such destinations as Universal Studios Hollywood; the Peterson Automotive Museum; the Huntington Library, Art Collections and Botanical Gardens; the Los Angeles Zoo; The Hollywood Museum at the Historic Max Factor Building; The Japanese American National Museum; The Cabrillo Marine Aquarium; and much more.

�We think that using the powerful medium of television to reach our target visitor markets in California will afford us the opportunity to showcase LA as a fun and accessible vacation option,� said Mark Liberman, president and chief executive officer of LA INC. �This is the summer to discover Los Angeles, the entertainment and cultural capital of the world. On behalf of the local hospitality industry, we are especially grateful to George and Nancy, and celebrities Chef Wolfgang Puck and Boxing Champion Oscar De LA Hoya, who so graciously allowed us the use of their images to promote one of the world�s most exciting destinations.�

�See my LA,� a celebrity lifestyle tourism campaign, is a marketing initiative that takes advantage of LA�s best-known assets, its celebrities. Approximately 50 LA-based celebrities and icons celebrate Los Angeles with a quote about their favorite aspect of Los Angeles. Developed in collaboration with the Mayor�s Office of the City of Los Angeles, these celebrities act as goodwill ambassadors on behalf of the city.

The television commercials were produced by LA INC.�s marketing agency, HEILBrice, and include a10-second promotion from one of the city�s most popular visitor attractions, Universal Studios Hollywood.

LA INC. is a private, nonprofit business association dedicated to marketing the city of Los Angeles as the premier destination for leisure travel, conventions and meetings. Though not part of city government, LA INC. is recognized as the official tourism marketing organization for the city of Los Angeles.

Media Contact:
LA INC.
Carol Martinez
AVP - Media Relations
(213) 236-2357