CHALLENGE: Louisiana tourism takes a hit.

South Louisiana tourism took a hit from hurricanes Katrina and Rita. While many of the state’s most popular vacation destinations survived the storms relatively unscathed, tourism was struggling, and it was clear the industry would not recover overnight. The Louisiana Department of Culture, Recreation & Tourism needed a long-term plan.

STRATEGY: The long road back.

A multiphase campaign was developed to run throughout the state’s recovery. The first phase promoted day trips to drive-market visitors, as local residents still occupied a large percentage of Louisiana’s hotel rooms. Regionally, a “Thank You” TV campaign was launched to keep Louisiana top of mind and to maintain a positive image. Once hotel rooms became more available in late 2006, a regional print campaign was launched featuring celebrities with Louisiana ties encouraging visitors to “Come Fall in Love with Louisiana All Over Again.” Research revealed people were interested in tips on what to see and do in Louisiana from a resident or frequent visitor, resulting in the 2008 “My Louisiana” campaign. The print and TV campaign, featuring well-known “Louisiana Insiders” who share their favorite things to do and see in Louisiana, ran regionally and nationally.

RESULTS: Falling in love all over again.

Between 2006 and 2007, visitation to Louisiana increased by 31%, though it is still not at pre-hurricane levels. During the same time period, total enplanements increased 21%. In 2007, the campaign achieved the highest advertising awareness among Louisiana’s competitive set, which includes Texas, Mississippi, Alabama, Arkansas and Tennessee.