• Adweek, Friday, January 11, 2008 11 AM

The Louisiana Office of Tourism has unveiled a new ad effort as part of the Bayou State's campaign to rebuild a business battered in the wake of Hurricane Katrina. With the slogan "This is my Louisiana," it features home-state celebrities touting the virtues of a trip down there.

Several National Basketball Association stars are included, ahead of the NBA All-Star Game in New Orleans on Feb. 17, in national and regional TV, print and online executions. In a 30-second TV spot, New Orleans Hornets player Chris Paul links up with Louisiana-born hoop legends Willis Reed and Karl Malone, who implore him to get off the court to fish, hunt and camp with them. "Come on, CP, lighten up," says Reed. Paul continues to play but ends up partying in the French Quarter.

Other ads feature WNBA star Cheryl Ford, chef John Besh and musician Amanda Shaw. "The goal of the campaign is to give visitors an insider's opinion about things to do and see in the state," says Lt. Gov. Mitch Landrieu. Even though the campaign won't officially start until after the NBA All-Star Game, the league has agreed to sponsor some TV and radio spots.

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