LOUISIANA MUSIC AS PIED PIPER | Adweek
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LOUISIANA MUSIC AS PIED PIPER

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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