"Follow Your NOLA" to debut soon.
December 19, 2012
By Mark Waller, NOLA.com | The Times-Picayune
The New Orleans Tourism Marketing Corporation is launching a new slogan in 2013 in an effort to appeal to tourists who prefer to explore destinations instead of rigidly planning their activities in advance. The corporation's research estimated about 50 million travelers in the United States identify themselves as roamers who would respond to such a pitch.
The "Follow Your NOLA" slogan will debut in its Super Bowl visitors' guide, distributed to the throngs of travelers who will converge on the city around the Feb. 3 game, and on signs pegged to the Super Bowl. The campaign will fully kick off in April with advertising, particularly targeting cities in within short flying and driving distances.
The campaign ultimately will include a website allowing travelers to explore and research New Orleans entertainment and leisure options in an interactive format, and could employ other unorthodox marketing tools, like erecting a fleur-de-lis statue to serve as a picture-taking spot, like Philadelphia's iconic LOVE sculpture or Chicago's reflecting "bean" sculpture.
The board of directors for the Tourism Corporation received an update on how the campaign is taking shape from members of the New York-based Dentsu America advertising firm on Tuesday. The budget for the advertising portion is about $3.8 million with the other elements still in the works.
While the "Follow Your NOLA" slogan will debut with the 2013 installment of an annual promotional campaign that the marketing corporation produces around summertime each year, Mark Romig, president of the corporation, said the message could last a few years before tourism marketers refresh it.
The previous slogan was, "You're Different Here," advancing the notion that people can express the more lively sides of their personalities when they visit New Orleans. Past entries have included the slogan "Come out and Play in New Orleans" and a campaign aimed at redirecting tourists who might have visited Europe by touting the city's old world ambience and using the phrases, "Live Life," "Love Life" and "Taste Life."