BACKGROUND: JUST 35 MILES SOUTH OF NEW ORLEANS…there’s a place called Lafourche Parish. It offers visitors over 100 miles of beautiful land in Louisiana’s Bayou Country. The people, the food, the music, and the adventure that Lafourche offers are all part of a truly unique culture that can’t be found anywhere else in the world.
SOLUTION: Lafourche is unpolished and unapologetically Cajun, these phrases ring especially true to anyone who’s ever visited the parish. We utilized these core tenets to create a memorable and impactful multi-channel advertising campaign that aimed to increase visitors to Lafourche Parish. Rather than trying to glamorize Lafourche or make it out to be something it isn’t, we leaned into what Lafourche is, a place you won’t soon forget.
SERVICES: STRATEGY, CAMPAIGN, OUT OF HOME ADVERTISING, PRINT ADVERTISING, POS MATERIALS, GRAPHIC DESIGN, PHOTOGRAPHY, VIDEOGRAPHY, DIGITAL MARKETING
Originally set to launch in March, 2020, our initial campaign strategy was built around the idea of luring New Orleans visitors away for a day or two of fun, food, and adventure on the Bayou. However, in early March as the impact of the Covid pandemic became apparent, we knew we had to change course.
As lockdown and quarantine expanded in mid-March, there was a lot of confusion and questions among Lafourche community members. Rather than stay silent, we chose to create a message of hope to help reassure the community that we will get through this. Our video, “A Special Message to the People of Lafourche” was launched on April 2nd and received an overwhelmingly positive reaction.
SOME GOOD NEWS
As word came down that Louisiana would be relaxing restrictions, and effectively opening back up for business, we felt it was important to implement a “bridge campaign” before jumping into our main campaign that let people know they can come visit again. After months of negativity, we felt it was important to let people know we had something good to share.