Visit Baton Rouge came to MESH ready to launch an Ambassador Program designed to put real locals at the center of how the city shows up to the world. The challenge was creating a campaign flexible enough to showcase the many ways Baton Rouge can be experienced through the people who live it every day. MESH developed A City To Share, a campaign built around local ambassadors who pass the Baton Rouge experience from one perspective to the next—whether foodie, artist, entrepreneur, outdoor enthusiast, or anything in between—revealing the city’s richness through authentic local voices. Building on VBR’s brand positioning of everyday richness at a weekend pace, the campaign celebrates the many paths people can take to discover the city. The result is a campaign system that creates a more personal and authentic connection to Baton Rouge while giving locals something to be genuinely proud of.

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