Tourism takes a hit.

After hurricanes Katrina and Rita, the tourism industry in the state was struggling. The Louisiana Office of Tourism needed a multiphase plan to bring tourists back.

The road back.

Because local residents initially occupied a large percentage of Louisiana’s hotel rooms, we started by creating a campaign promoting day trips in-state. Regionally, a “Thank You” TV campaign was launched to keep Louisiana top of mind and to maintain a positive image. Once hotel space became available, we implemented a regional campaign featuring celebrities with Louisiana ties inviting visitors to “Come Fall In Love with Louisiana All Over Again.” Research conducted after that campaign suggested that people were interested in tips on what to see and do in Louisiana from people in the know. As a result, the “My Louisiana” campaign was launched, featuring “Louisiana Insiders.”

Back in business.

In 2007, visitation to Louisiana increased a phenomenal 43%, and intent to visit increased 50% compared to the previous year. Total enplanements in state increased 16% from 2007 to 2008. What’s more, the entire campaign won six Adrian Awards from Hospitality Sales and Marketing Association International (HSMAI)—including one Platinum, their highest honor.