Louisiana Office of Tourism.
When being believable leads to year-over-year growth.
Since 2011, we have worked with the Louisiana Office of Tourism which has resulted in year-over-year growth, outpacing domestic travel increases in visitors (+2.47%), visitor spending (+.78%) and revenue (+4.15%). Growing the return on the state’s tourism marketing investment throughout all these years has required constant evolution and refinement of creative and media—an increasingly sophisticated, granular approach to identifying, targeting and connecting with potential visitors on the constantly changing terms that they define. This has required strategic, creative, tactical and analytical thinking to understand our best consumers, target them with pinpoint accuracy and motivate them with honest messaging. It has required execution with precision, ferocious measurement and then adjustment to optimize without an ego. We have demonstrated aversion to complacency as we are constantly rethinking and fine-tuning our efforts in audience segmentation, production, design, media and messaging strategy to attract more and more visitors who possess an affinity for the unique, authentic experiences that only Louisiana has to offer.