Client New Orleans Tourism Marketing Corporation (NOTMC) recently launched a national integrated marketing campaign to showcase the city as a unique, one-of-a-kind experience.
The digital first campaign expands on NOTMC’s “Follow Your NOLA” campaign to elevate the city’s appeal across TV, radio, native content, influencer marketing, mobile and live events to attract culturally-minded travelers known as “experiential discoverers.”
Using the same voiceover script and single cast, three new TV/Video spots portray different characters as they experience NOLA’s rich culture, cuisine, music, museums and family-friendly activities. The ads, directed by Henry Mason and produced by Chelsea Pictures, will appear sequentially on leading TV and Digital networks in 35 target markets, identified using digital data, and will be distributed digitally via Facebook.
The campaign’s digital hub has been enhanced with a mobile-friendly design, curated itineraries for each of the TV ads, celebrity itineraries created by icons like travel guide Anthony Bourdain and chefs Emeril Lagasse and John Besh, and an interactive map that helps travelers plan their trips and navigate the city.
“Follow Your NOLA” will run nationwide throughout the year, and includes social promotions and event activations with the James Beard Foundation’s “Taste of America” series, a family trip sweepstakes and social campaign with Disney/ABC showcasing NOLA through “The Princess and the Frog” animated film, and a content series with Universal Music Group artists featuring two sweepstakes for the chance to win a trip to a music festival in New Orleans.