Visit Burbank Launches New Brand as LA Region Prepares for Global Events and Sustained Growth
Burbank, CA (April 8, 2026) – Visit Burbank recently introduced a new brand identity as the tourism organization begins a new 10-year term and aligns its marketing efforts with a period of increased activity and visibility for Burbank and the greater Los Angeles region. The rebrand comes as Burbank prepares for a series of high-profile events and developments, including the Los Angeles World Cup 26 Fan Zone at Downtown Burbank on July 18 and 19, the unveiling of the new Hollywood Burbank Airport in October, Super Bowl LXI in 2027, and the 2028 Summer Olympics. In anticipation of these developments, Visit Burbank partnered with Verdin Marketing, a destination marketing agency, to steer the comprehensive rebrand, campaign development, and media strategy.
The campaign, “Go Off Script,” invites visitors to explore Burbank without a fixed itinerary, whether by discovering a neighborhood gem, visiting a famous film location, exploring street art, or participating in a studio tour, an approach that aligns with broader travel trends favoring flexibility and personal discovery. The campaign's visual identity supports this idea through a clean, modern logo that communicates a more elevated experience.
“The Visit Burbank rebrand reflects how the organization is approaching the next phase of Burbank’s growth,” stated Michael Hernandez, Board Chairman for Visit Burbank. “The destination has a clear opportunity with global sporting events, a brand-new Hollywood Burbank Airport, and a retail, dining, and business scene that continues to expand its mix of offerings. The rebrand addresses how the most meaningful experiences are the ones travelers don’t plan, and that Burbank makes that kind of spontaneity easy. Visitors are invited to step into the role of the main character, suggesting that the real magic of Burbank is not only in what the city offers, but in how it makes you feel: open, inspired, curious, and enchanted.”
Burbank’s tourism sector continues to strengthen its role in the local economy. The city supports 18 hotels with 2,712 rooms and welcomes approximately 3.2 million overnight visitors each year, generating $843 million in visitor spending, $31.2 million in local tax revenue, and nearly 8,000 jobs. The city’s location and scale remain central to its appeal. Visitors have direct access to studio experiences such as the Warner Bros. Studio Tour Hollywood and Universal Studios Hollywood, as well as four commercial districts that include Downtown Burbank, with more than 600 shops and restaurants, the Media District, home of entertainment giants and studio tours, Magnolia Park, filled with vintage shopping and streetside cafés, and the Airport District, featuring hi-tech companies and the Burbank Empire Center. Outdoor access to the Hollywood Hills, Griffith Park, horseback rides to the Hollywood Sign, along with programs such as hotel bike rentals, further expands the range of activities available to visitors. The new brand will be rolled out across advertising, digital platforms, and partnerships in the coming months.
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