The Visit Baton Rouge “Find Your Pace” campaign was created to introduce and support the city’s refreshed brand identity, rooted in their new positioning statement, “everyday richness at a weekend pace.” Based on research and insights from key visitor personas—such as cultural explorers, family travelers, and regional visitors—the campaign reflects a desire for destinations that offer both meaningful experiences and the freedom to enjoy them on one’s own terms. Baton Rouge delivers just that, with a rhythm that’s fast enough to celebrate, yet slow enough to savor.
Core to the campaign is the quatrefoil—a historic and newly reimagined brand element that serves as a visual anchor throughout the creative. As part of the city’s updated branding, the quatrefoil acts as a window of discovery, framing the diverse and rich experiences of Baton Rouge, from arts and culture to food, music, and outdoor life. It helps convey the message that exploration here is personal and unfolds at your own pace.
Through imagery and storytelling, “Find Your Pace” aims to build an emotional connection with both tourists and locals, positioning Baton Rouge as a destination that’s both vibrant and welcoming. Rather than a traditional tourism pitch, the campaign reflects the city as it truly is: a place where culture, community, and everyday moments come together in a way that feels both rich and relaxed.
