It may not snow much in New Orleans,
but the city has kicked off a new multimedia marketing campaign designed to get potential Big Easy tourists into the holiday spirit. The campaign was coordinated by the city’s agency of record,
Dentsu America, along with Spears Consulting Group and FSC Interactive.
The campaign is designed to promote the city’s annual month-long “Christmas New Orleans Style” festivities that include dozens of free events, such as concerts, carriage rides and cooking demonstrations that run until Jan. 5.
The city will receive an extra tourism boost this winter -- the 2013 Super Bowl, held in New Orleans Feb. 3. “We want the world to know about our Christmas concerts, our world-famous Reveillon dining and our holiday traditions from the beginning of Christmas New Orleans style through the Super Bowl,” stated New Orleans Mayor Mitch Landrieu.
The campaign features a spot TV flight and full-page newspaper and magazine ads. A promotional sweepstakes offering a trip to New Orleans for two is tied to TV.
This year, for the first time, festivity highlights will be integrated into prime-time TV shows,
including "Glee," "The Voice," "X Factor" and "Dancing with the Stars," as well as SEC and NFL football games.
A YouTube video features actor and New Orleans native Bryan Batt. The campaign features Facebook, Twitter and other social and online elements. Consumers also can vie for prizes by sharing personal holiday scenes on Instagram.
In July, Dentsu America won the New Orleans Tourism Marketing Corporation account following a formal review. NOTMC spends an estimated annual $10 million on ads, per sources.