Data News Staff Edited Report
New Orleans & Company, the city’s official destination sales and marketing organization, launched a new multi-media campaign created by New Orleans ad agency Brand Society in partnership with several local entertainers and industry stars, designed to attract visitors in a highly competitive global tourism industry, create jobs and propel New Orleans and Louisiana’s economy forward.
In creating the campaign, Brand Society, Associate Creative Director/Copy Chief Lori Archer-Smith wrote in the brand manifesto, “New Orleans has been the influencer of everything since 1718. She may be inside this country but is outside the imagination. She’s a place where you don’t just sight-see, you sight-feel. You don’t just travel here; the mysteries of life unravel here. Although she’s filled with history, New Orleans never gets old. Before there was America, there was her cool big sister, New Orleans. She’s your town, deep down. Once you visit New Orleans, you’re part of New Orleans.”
With the theme, the campaign also unveils a new logo for the city’s name featuring a waxing crescent moon which symbolizes growth, positive energy, optimism and abundance. The new logo was on display at the NewOrleans.com Stage at this year’s French Quarter Fest.
“A robust tourism economy does not just happen on its own, it takes consistent, concerted effort to inspire, promote and encourage travel to our city by a dedicated team of professionals. We will continue to celebrate the city regionally, nationally and internationally for the economic, social and community benefit of New Orleans and its people,” said Walt Leger III, President & CEO of New Orleans & Company. “Our partners have done a tremendous job showcasing the things that makes New Orleans one of the most remarkable cities in the world, from our wonderful restaurants and music venues to our unique and inspiring museums and attractions, and our iconic and historic landmarks and of course the residents that make the city a welcoming place for all. We believe that travel is essential, that it brings people together and changes people for the better, and that when people travel to New Orleans, they become a part of us, and we become a part of them.”
The campaign features an iconic list of local talent, including Treme’ vocalist, songwriter and trumpet legend James Andrews, drummer Derrick Freeman and members of Soul Brass Brand, 2022 NEA National Heritage Fellow recipient Shaka Zulu, and the N’awlins D’awlins Baby Dolls. The TV spots were directed and produced locally by Tempt Films. It features local music by Galactic, arranged and composed by local saxophonist, harmonica player, and producer Ben Ellman with a voiceover by local star Tarriona “Tank” Ball from Tank and the Bangas as the voice of New Orleans. Her words are welcoming and all-inclusive. Her message is undeniable. The video playlist can be viewed here.
Along with TV commercials, the campaign features digital, radio and print advertising, and a full identity kit which includes the new logo. Images for print and digital advertising were captured by local photographers Justen Williams and James Collier. Radio created by Brand Society was produced locally by Billy Theriot of Southern Sound while Juicy and Jambalaya Brass Band provided their music for the radio spots via SparkHammer in New Orleans.
The main target audience for the campaign is what we refer to as “The Culture Seeker.” Advertisements will play in 27 key markets around the country and will appear digitally around the world.
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