If asked, most people could tell you that “one crazy time they had in Louisiana.” So how do you covert that one-time tourist into a return-reveler? While the tactical strategy was to entice tourists to “come back” to Louisiana, the creative strategy focused on capturing singularly Louisiana imagery and vistas, each paired with a kaleidoscope of culture, and mixed with world-famous hospitality and culinary flair. 

Unfortunately the campaign launched months before COVID, but it achieved everything it could as a wide-eyed, warm welcome to “Come one. Come y’all” and experience joie de vivre, or the joy of life that is Louisiana.