The objective of our rebranding project was to identify and develop a new brand mark and tagline that resonates with Louisiana’s target travel markets. We wanted to ensure that the new brand was not only connecting with potential travelers, but that it was representing and indicative of the incredible culture that can only be found in Louisiana.

Secondly, our objectives for the brand activation were to maximize exposure to and engagement with the new Louisiana brand at each in-market event, along with social
media engagement pre- and postevent. Specific metrics included brand engagement, impressions and earned media.

Louisiana Office of Tourism’s new Feed Your Soul brand was crafted from a deep understanding of the visitor sentiment and the primary motivators for why people were selecting Louisiana for their trips. 

Mention Louisiana and images of Mardi Gras, jazz clubs, and food are most likely the first things that come to mind. But there is far more to Louisiana and the brand captures this culture - harnessing the deep history of the state with a tribute to wrought iron fleur de lis, while capturing the excitement of the experiences only found in Louisiana such as the Cajun cuisine, bountiful seafood and spicy crawfish, epic fishing and outdoor adventures.
Louisiana’s diversity, from the landscapes to the contrast of cultures, is fully experienced (and enjoyed) because its people and visitors are engaged. Louisiana isn’t for spectators, it’s for participants — those who want to feed their souls by not just living for the moment, but by becoming the moment. Thus, Louisiana — Feed Your Soul brand was born.