Insight
When people hear the word “Louisiana,” they instantly picture New Orleans – but there’s so much more to this incredible state than beignets and Bourbon Street. With economic uncertainty looming over 2023, our job was to find a way to position this unforgettable city as an unmissable and affordable stop as travelers started to ditch their boarding passes and opt for the open road.
Idea
We’re Louisiana’s Capital for a Reason.
This simple thought was the catalyst for an entire campaign that allowed us to share Baton Rouge’s colorful story (and a minor geography lesson) with the rest of the world. We decided to hang our hat on the one thing that no one else can claim. After all, what could possibly be more “Louisiana” than Louisiana’s Capital City?
As the storytellers of the Capital City, we paired this idea with bright, vibrant imagery to show how special this city really is. Alongside big, bold typography that matched the copy’s audacious confidence, we shouted from the proverbial rooftops – and across all media channels – that there’s nothing like Louisiana, and there’s nowhere quite like Baton Rouge.
Impact
We Blasted it Across the Country.
With a full-funnel integrated approach, we leveraged social, digital and traditional media channels to hit our targets – Leisure Travelers, Meeting Planners and Sports Marketing Professionals – from every angle. Garnering more than 120 million impressions combined across all targets and channels, we were able to surpass predetermined KPIs and bring a new appreciation around the world for Baton Rouge – Louisiana’s Capital City.
