The new brand, Louisiana: Feed Your Soul, will target travelers who are in constant pursuit of enjoyment by showing them how easy that is to attain in Louisiana–and how it can be found in many different forms.
The new Louisiana: Feed Your Soul brand was created after six months of research, testing and analysis led by Miles Partnership, a strategic marketing company focused exclusively on travel and tourism. It replaces the previous brand, Pick Your Passion, which had been used for the past seven years and wasn’t resonating as strongly within the state’s target markets.
“This exciting new brand will offer travelers a new outlook – that you may come to Louisiana hungry, but you’ll leave with your soul full of all the rewarding experiences we offer. There is truly nowhere else in the world that can feed your soul like we can,” said Lt. Governor Nungesser.
The new brand will be rolled out on Mardi Gras Day in a big way, with branded Louisiana: Feed Your Soul food trucks serving a taste of Louisiana in Atlanta, Houston, Dallas and Washington, DC. While it may be just another Tuesday in the rest of the country, these Louisiana-wrapped trucks will hand out king cake, beads and cups to promote the new brand while creating unique, memorable and high-profile experiences in these markets.