New Orleans Tourism Marketing Corporation is adding to its 3-year-old "Follow Your NOLA" effort with fresh creative.
The campaign, from Agency 360i, aims to show how the city provides a unique, one-of-a-kind experience for each visitor, depending on their interests.
It includes three TV spots showing different aspects of the city to emphasize how each person’s visit to the city is unique. All of the spots use the same script, with characters having diverse experiences, The spots will run sequentially in 35 target markets, identified using digital data, and will be distributed digitally via Facebook.
Direct advertising will serve relevant branded content to trip-seekers, to keep New Orleans top-of-mind through consideration and booking, including at museums, music venues, food festivals and more. The tourism marketing corporation is also placing native advertising through national outlets to showcase the city’s cuisine, art, and music traditions and broaden its cultural appeal.
The campaign uses digital as a hub, and is supported by broader, mass reach channels -- TV, radio, influencer marketing, mobile and live events. The three new spots are Night Owl, High Life and Family.
On mobile, followyournola.com will feature curated itineraries for each of the TV ads, celebrity itineraries created by icons like travel guide Anthony Bourdain, chefs Emeril Lagasse and John Besh, and an interactive map that helps travelers plan their trip and navigate the city.
The campaign also seeks to engage social media influencers to create their own ideal New Orleans trips and share experiences in real-time across Instagram, YouTube and their own blogs. One example is Benji and Judy of itsJudysLife.
The tourism marketing corporation also is partnering with The James Beard Foundation for its “Taste of America” series, taking place in nine domestic cities including New Orleans from Sept. 18 – Oct. 24.
Disney will host a family trip sweepstakes June 1–Aug. 23 and social campaign showcasing the city through “The Princess and the Frog” locations featured in the animated film. Universal Music Group will hold two sweepstakes June 15–Aug. 14 and Aug. 15-Nov. 15, for the chance to win a trip to a music festival in NOLA. The promotion will feature custom content from a series of musical talents and the city’s advocates including Trombone Shorty, Terence Blanchard and more.
Since the initial launch of the “Follow Your NOLA” campaign in 2012, New Orleans has experienced tremendous growth in tourism, helping to create jobs and economic impact, especially for small and medium-sized businesses. In 2014, nearly 10 years after Hurricane Katrina, more than 9.52 million visitors came to NOLA, spending nearly $7 billion.