COME FALL IN LOVE WITH LOUISIANA ALL OVER AGAIN -- 03/07/2006
Office of Lieutenant GovernorFOR IMMEDIATE RELEASE
March 7, 2006
COME FALL IN LOVE WITH LOUISIANA ALL OVER AGAIN
Lt. Governor Landrieu Launches Tourism Advertising Campaign
Baton Rouge, La. - Lt. Governor Mitch Landrieu, along with tourism officials from across the state, unveiled a new advertising campaign today to bring tourists back to the state of Louisiana and re-ignite the tourism industry.
The $7 million advertising campaign, entitled "Fall in Love with Louisiana All Over again," will focus on inviting visitors back to the state. Featuring celebrities that lent their endorsement at no cost to the State of Louisiana, the ad campaign will also help to dispel some misperceptions about Louisiana as a travel destination.
Celebrities who are from Louisiana or have a significant link to the state that lent their endorsement for the campaign include:
The print and television ads feature stunning photography, invites visitors back "to fall in love with Louisiana all over again" and provides contact information for www.louisianatravel.com. LouisianaTravel.com is the state's primary consumer information Web site and provides an interactive map showcase what is available across the state.
The advertising campaign comes on the heels of a study, conducted by Cunningham Research Group for the Louisiana Department of Culture, Recreation and Tourism, that identified that:
The advertising campaign will concentrate heavily on large nearby markets, including Atlanta, Austin, Beaumont, Columbus, Dallas, Houston, Little Rock, San Antonio and Tyler/Longview. The campaign will also have a presence in large-circulation national consumer magazines and have strong interactive and multicultural segment. Also, a viral marketing campaign began with today's launch to call on Louisiana citizens to help spread the word via e-mail about the new campaign.
"Louisiana continues to be home to some of the world's greatest tourist attractions and we are ready to welcome people back to fall in love with this great state all over again," stated Angele Davis, Secretary of the Department of Culture, Recreation and Tourism. "Mardi Gras was our grand opening and this advertising campaign is our official invitation to come visit."
The advertising campaign is part of the ongoing efforts outlined in the "Louisiana Rebirth: Restoring the Soul of America," a strategic plan launched just following Hurricanes Katrina and Rita by the Office of the Lt. Governor to rebuild the tourism industry.