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Los Angeles Tourism Board Makes Debut as New Name
for LA INC. The Los Angeles Convention and Visitors Bureau
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The Fresh Identity is Part of a Repositioning Strategy
to Draw More Visitors and Convention Attendees to the City
Los Angeles Tourism Board Makes Debut as New Name for LA INC. The Los Angeles Convention and Visitors Bureau
Los Angeles, CA � April 2012 / Hospitality 1ST / Los Angeles has unveiled a fresh, new identity for visitors and convention attendees, with LA INC. The Los Angeles Convention and Visitors Bureau changing its name to the Los Angeles Tourism & Convention Board.

�We spent a great deal of time discussing the merits of reframing our organization�s name to make it more consistent with our strategic goal of capturing more convention, meeting, and leisure tourism business,� said Mark Liberman, president and CEO of Los Angeles Tourism.

Liberman added: �Our former name, LA INC., did not reference the industry that we serve, nor did it clearly delineate our Los Angeles geography to our growing number of international visitors,� noting that, in 2011, the number of international visitors to Los Angeles jumped 6.7 percent over the previous year, to 5.9 million. In 2011, Los Angeles led the country in the growth of in-bound overseas arrivals, reinforcing the City�s growing popularity among overseas tourists.

Don Skeoch, chief marketing officer for Los Angeles Tourism said: �With an estimated 43 million total visitors, Los Angeles presently ranks third behind Orlando and New York City as one of the country�s leading tourist destinations; and in 2012, we anticipate establishing a new record for tourism in the City, with nearly 45 million visitors.� Moreover, tourism is a leading industry in Los Angeles, providing one out of every 10 jobs throughout the destination.

The new name is coupled with a new logo (above), which Los Angeles Tourism�s marketing team created in partnership with advertising agency Campbell-Ewald in repositioning and rebranding Los Angeles.
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About Los Angeles Tourism & Convention Board
Los Angeles Tourism & Convention Board is a private, nonprofit business association whose primary mission is to market and promote Los Angeles as the premier site for meetings, conventions and leisure travel. Though not part of city government, the Los Angeles Tourism & Convention Board is recognized as the city�s official tourism marketing organization. For more information, visit the official visitor information website of Los Angeles at www.discoverLosAngeles.com. Please visit our Facebook page at facebook.com/LosAngelesFan or follow us on Twitter @Tourism_LA.
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Media Contacts:
Carol Martinez
Vice President, Communications
Los Angeles Tourism & Convention Board
213-236-2357
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Beth Brett
Director, Communications
Los Angeles Tourism & Convention Board
213-236-2397
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Placement Dates: 04/10/12 � 06/10/12
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