Launching the new Feed Your Soul Brand on Mardi Gras Day
We officially launched our new brand, Louisiana: Feed Your Soul, on Mardi Gras Day in Houston, Dallas, Atlanta and Washington D.C., where I was proud to be alongside our colleagues from the Louisiana Office of Tourism and CVBs from around Louisiana to hand out king cake and bring Mardi Gras to the nation’s capital. King cakes, beads, Mardi Gras music and cups filled the streets, and we had the best time promoting all there is to see in Louisiana and promoting you, the people, who we consider our greatest asset.
The kind of advertising we received we could never pay for. Nearly 2.2 million brand impressions and 119 million reached through earned media. Our press release even appeared in Times Square in the heart of New York City! And #FeedYourSoul was used over 5,000 times. We are excited about all that is to come with this brand, and we can’t wait to work with you to continue promoting Louisiana.
Second Annual Pardoning of the Crawfish
With crawfish season currently underway in Louisiana, there is no better way to highlight the celebration of the season than to ensure that one lucky guy is saved from our backyard boils. We partnered with Zatarain’s for a second year to pardon a crawfish named Emile after their founder who created this signature boil nearly 100 years ago. Once we pardoned him, we released him into Bayou Segnette State Park…while the rest of his family gets boiled alive in crawfish pots across Louisiana. The rest of these guys pay the ultimate sacrifice so Emile can have his freedom. We saw national and local coverage for this event and look forward to our continued partnership with Zatarain’s.