Louisiana Tourism 2011
In recent years, Louisiana had been making national news for the wrong reasons—major hurricanes and a devastating oil spill. But all the things that brought people to the state in the past were still here. We just needed to reintroduce Louisiana to people across the country.
To kick things off, we designed a logo that punctuated the state’s vibrant new positioning. From there we targeted high-indexing core markets and high-potential growth markets with one of the state’s largest campaigns in years—a $4.2 million integrated campaign. With each execution, we encouraged everyone to “Pick Your Passion” by showing how in Louisiana one passion can lead to the next.
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