17 JUN 2018: Lieutenant Governor Billy Nungesser has announced that The Hospitality Sales and Marketing Association International (HSMAI) will honor the Louisiana Office of Tourism (LOT) with a Gold Adrian Award for advertising excellence surrounding the Louisiana: Feed Your Soul advertising campaign during the 62nd Annual Adrian Awards Gala in New York next Tuesday.

The Adrian Awards recognizes best practices in sales and marketing for the hospitality industry. Louisiana is among 18 winners worldwide and three in the United States.

The new Louisiana: Feed Your Soul branding was crafted from a comprehensive survey of travellers and gauging the primary motivators for why people select Louisiana as their travel destination.

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.

The Louisiana: Feed Your Soul campaign markets other assets found throughout the state highlighting the outdoors, history, Cajun and zydeco music, and culture.

“This is a great honor for Louisiana. When the state set out to rebrand Louisiana’s tourism industry, we concentrated on data-driven information and statistics to create the best marketing plan possible,” said Nungesser.

“We tested our Louisiana: Feed Your Soul campaign with numerous focus groups. When they overwhelmingly agreed Louisiana: Feed Your Soul was their favorite concept, we knew it was the right decision.”

“Louisiana’s diversity, from the landscapes to the contrast of cultures, is fully experienced by travelers. Louisiana isn’t for spectators, it’s for participants – those who want to feed their souls by not just living the moment, but by becoming the moment. Thus Louisiana: Feed Your Soul was born,” said the Lt. Governor.

“Tourism is an economic driving force for Louisiana. It is the fourth largest employer in the state. Domestic and international visitors spent $17.5 billion dollars in 2017. This Adrian Award is the pinnacle of our industry, and we are very proud to have received this honor,” said Assistant Secretary of Tourism Doug Bourgeois.

The Louisiana: Feed Your Soul logo was unveiled nationwide last year on Mardi Gras – February 13, 2018 – when food trucks wrapped in the new branding delivered free slices of king cake to top travel markets. Brand ambassadors distributed the king cake, branded beads and cups, and signed up revellers for a chance to win a trip to Louisiana.

The results

The activation yielded award winning results. More than one million impressions were delivered in the four cities along with thousands of pieces of king cake. The unique activation provided additional impressions via social media with more than 1.7 million through Facebook, Twitter, Instagram, and Snapchat. The activation also provided LOT with earned media exposure of more than $1 million.

On Mardi Gras, a video of the Louisiana: Feed Your Soul brand activation was seen on a video board in New York City’s Times Square.

“The Adrian Awards celebrate travel marketing innovators whose awesome creativity and hard work are integral not only to the success of their companies, but to the continued growth of the hospitality of the industry as a whole,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI will be proud to recognize these award winners and their outstanding campaigns at the Adrian Awards Gala.”

The Louisiana Office of Tourism will be honored during the HSMAI Adrian Awards Gala on January 22, 2019, at the New York Marriott Marquis. Attended by nearly 1,000 hospitality, travel and tourism marketing executives, this elegant affair is a must-attend industry event. The Adrian Awards Dinner Reception & Gala, will celebrate award-winning work and the people behind it, lifetime achievement and the HSMAI Top 25 Extraordinary Minds in Hospitality Sales, Marketing and Revenue Optimization.


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