LOUISIANA MUSIC AS PIED PIPER

Peter A. Mayer Advertising moves on to a second sense in its new Louisiana Tourism advertising campaign. The $8 million effort breaks at the end of this month.
The New Orleans shop spent the past seven years capitalizing on the tastes of Louisiana, since food is the No. 1 reason visitors travel to the Bayou State, per the tourism commission.
This year the focus shifts to music, the second-biggest attraction for tourists.
The tagline, “Come as you are, leave different,” remains the same. But instead of mountains of seafood and jambalaya, reoccurring scenes in a 60- and two 30-second television spots follow Second Line–a group of dancers–weaving in and out of different parts of the state, from New Orleans to Acadiana, accompanied by the music of that region.
The idea is to follow the music–jazz, Cajun, zydeco, gospel, rockabilly, country, Dixieland, blues–to Louisiana.
Food, however, is not forgotten. The TV ads show 1-800-99GUMBO as the on-screen number to call for more information.
–Janet Plum