The rest of the world really does envy the L.A. lifestyle, it turns out – so much so that it’s a driving factor for why people visit.

To capitalize on that, Discover Los Angeles, the city’s tourism marketing arm, has launched a campaign focused on selling visitors on the “feeling” of the city.

“We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city,” said Don Skeoch, chief marketing officer of Discover Los Angeles.

He said the organization decided to take this approach after a focus group showed that while visitors are interested in things to do in the city, they are most interested in the lifestyle and vibe of Los Angeles.

The campaign debuted domestically during the Super Bowl. The marketing effort, which includes photo and video advertisements, interactive digital ads, and social media marketing, also planned air time during the Grammys and Oscars.

The campaign will roll out in Mexico and the United Kingdom this week and in China, Canada, and Australia later this year. The countries are the top five international markets for L.A. tourism.

The effort comes at an important time.

Preliminary research from Tourism Economics, an independent research group, projected that Los Angeles County could face a potential three-year loss of 800,000 international visitors as a direct result of President Donald Trump’s recent executive orders and the current political climate, Skeoch said.

– Kat Speed