Visit Baton Rouge
We’re ready, are you?
Insight
Baton Rouge is a gumbo of cultural flavors. As the city’s agency, our task is to uncover and promote all the scintillating and deliciously unique aspects of the culture for visitors to enjoy. Driving up hotel occupancy is a main ambition of our yearly campaigns as Louisiana’s Capital City relies on the tax to operate.
We knew that travelers were weary and had the desire to get out and explore again. We keyed into the fact that they wanted to go to places that were ready for their company. Therefore, we wanted to showcase all of the preparation that went into making Baton Rouge a world class city.
Idea
In our most recent campaign, entitled “Prepare For Company”, we wanted to let visitors within 500 mile drive radius know that even though the pandemic had slowed tourism down the people of Louisiana were still prepared for company as much as ever before.
We launched an omni-channel campaign to reach potential travelers and let them know that we were open for business. From broadcast spots and CTV, to print ads and a new website, we wanted to reach people across all mediums to showcase a true Louisiana experience.
We also instituted a robust social media campaign across Facebook, Instagram, and TikTok. This reached consumers at every touch point and showed them all of the unique and authentic things that Louisiana had to offer. From music and entertainment, to food and shopping, our goal was to attract people to the beauty of Baton Rouge
Impact
Our digital-content and social campaigns provided over 179,800 mentions in 2021, generating over 1.32B impressions with an almost 60% positive sentiment to capture visitors within a six-hour car ride of Baton Rouge.
The overall campaign effectiveness is measured by the website traffic. We had a huge boost across the board year-over-year – 67.89% overall traffic, 68.12% new users, 69.67% increase in sessions, and the time on the site doubled due to our placement of itineraries of things to do around the city.
AR TOOLKIT SENT TO NEIGHBORING CIVIC ORGANIZATIONS