Last month, we launched an update to our 2011 “You’re Different Here” campaign for New Orleans Tourism Marketing Corporation. The cornerstone of the campaign is a series of print ads, each of which features a vibrant image of the city’s beloved assets—food, music, and culture—along with a fun, slightly irreverent headline.
The 2012 update continues the success of the campaign with seven new print ads. We worked with several photographers from around the country to capture the exciting, unique feel of New Orleans. The resulting ads feature everything from Bananas Foster (“And you thought Bourbon Street was naughty”) to a brass band (“We gave jazz to the world, but kept some for ourselves”).
Ads in consumer print publications will be accompanied by a 1/3-page strip that lists upcoming festivals and events. The ads are based on testing that determined the types of images and headlines that best resonated with our target audience.
The print campaign will run throughout 2012 in a variety of publications, including national magazines and newspapers such as Travel + Leisure, Food & Wine, National Geographic Traveler, and The New York Times, along with alternative weeklies in our target markets.