LOS ANGELES: The Los Angeles Visitors and Convention Bureau (LAVCB)
has launched a hotel and entertainment promotional package aimed at
filling empty rooms throughout the region.
Valued at more than $3 million, the initiative kicked off last
week with a press release and advertising in "drive markets," extending
to neighboring states such as Arizona.
PR for the campaign will be handled by a newly formed committee of
representatives from participating businesses and government agencies.
One hundred nine hotels are involved, as well as 80 restaurants, and 11
promotional organizations such as the LAVCB. That committee has met
twice so far, and will initially focus on creating media events with
partners such as Universal Studios and Amtrak in different areas of the
state, according to Robert Barrett, VP of marketing for the LAVCB.
"It's a huge collation that formed in less than two months," said
Barrett.
"It's a remarkable, incredible response to the situation we find
ourselves in."
Since the September 11 attacks, occupancy rates in the area have fallen
dramatically, leading to more than 4,000 layoffs in the hotel
industry.
Barrett said that loss could reach 40,000 jobs by June if travel levels
remain depressed.
The promotion centers on a two-nights-for-the-price-of-one deal.
Participating properties range from the ultra-swanky Ritz Carlton in
Marina del Rey to modest mid-city Best Westerns.
Consumers taking advantage of the deal will also receive the LACard,
giving them two-for-one admission to attractions such as the LA County
Museum of Art, as well as discounts at restaurants and clubs.
