After years of fighting and preventing food trucks from operating on the streets of their own city, NOLA recruits a food truck to travel the country and invite tourists to visit the Crescent City.
NEW ORLEANS, LA - The New Orleans Tourism Marketing Corporation (NOTMC) summer ad campaign offers even more reasons to travel to the ‘Crescent City’ in 2014. The additions include an event activation, more robust paid advertising, and an enhanced website that will engage the experiential traveler.
“There are endless options available today to engage visitors and prospective visitors and we intend to engage as many as possible in our quest to encourage experiencing our city,” said Mark Romig, President and CEO of New Orleans Tourism Marketing Corporation (NOTMC). “By using the tools in our “Follow Your NOLA” campaign, people will experience and interact with New Orleans in a very personal way.”
A “Follow Your NOLA” food truck will premiere food, prizes, and fun at Jazz Fest, then hit the road, traveling to three cities in Texas, including Houston, Austin, and Dallas. Locals and visitors will be able to follow along on Twitter, via #followyournola on @visitNewOrleans.
Besides tasting authentic New Orleans food prepared by Chef Brian Landry, a spinning compass will award prizes with every turn, such as cultural experiences including live music and a Mardi Gras Indian; “Follow Your NOLA” gifts; and even a chance to win a trip to New Orleans. Twitter users can also enter into the sweepstakes by using the hashtag, #TasteOfNOLA on @visitNewOrleans.
“Sending our “Follow Your NOLA” food truck throughout Texas will remind our neighbors that they are just a short drive away,” continued Romig, “It is a rolling advertisement that should generate enough interest to keep New Orleans top of mind and encourage those who see it to plan their own personal trip on our website.”
Joining the food truck activation, beginning today, a paid media campaign will launch with fifteen and thirty-second spots featuring the voice of New Orleans actor John Goodman, who has a deep passion and love for New Orleans, as well as the soundtrack of Professor Longhair’s iconic song, “Big Chief.” The commercials are targeted toward key ‘fly markets’ with non-stop service to Louis Armstrong New Orleans International Airport as well as regional ‘drive markets’ via broadcast television, national cable, and digital video.
Additionally, the campaign will be promoted via a national integrated digital media campaign on partners such as Afar, Bon Appetit, Buzzfeed, The Huffington Post, Garden & Gun, and Pandora.
Targeted fly markets include Atlanta, GA; Austin, TX; Baltimore, MD; Boston, MA; Chicago, IL; Cincinnati, OH; Nashville, TN; Kansas City, KS; San Francisco, CA; and St. Louis. MO. Drive markets include Baton Rouge, Monroe, Lafayette, and Shreveport, LA; Columbus, MS; Houston, TX; Memphis, TN; Mobile and Montgomery, AL; and Pensacola, FL.
“The New Orleans experience is what attracts people to our city and keeps them coming back. This campaign has all of the touch points that highlight our culture and we can’t wait to see the reaction of our friends and neighbors in Texas when we bring great food, music and cultural experiences to them with the “Follow Your NOLA” food truck,” said Stephen Perry, President and CEO of the New Orleans Convention and Visitors Bureau. “Visiting New Orleans in the summer is a great value with festivals nearly every weekend and plenty to see and do.”
The “Follow Your NOLA.com” website includes a new feature allowing lovers of New Orleans to build a personal travel experience by creating a map-based itinerary. Or users can experience the city following in the footsteps of favorite celebrities, who have posted their favorite haunts in New Orleans. Musician Irvin Mayfield, and artist Terrance Osborne signed on, as well as famous chefs Emeril Lagasse and Anthony Bourdain, and New Orleans Pelican’s basketball star Anthony Davis, among others.
The campaign is also being promoted on New Orleans’ official social media channels via Facebook, Instagram, Pinterest, Twitter, Google+ and the GoNOLA.com culture blog. Join and follow the campaign at followyournola.com, NewOrleansOnline.com, or via hashtag #followyournola and #TasteOfNOLA.
The campaign was created by digital marketing agency 360i in collaboration with NOTMC.