Mayer Keeps It Real

Louisiana’s new tourism campaign extols the grass-roots reality of a direct experience.

“Research has shown that the number one reason people travel to Louisiana is to experience our culture, food, architecture, history, lifestyle and music,” said Dee Smith, creative director at Peter A. Mayer Advertising, which handles the $8 million account. “Our attractions are all real: Cajun country zydeco, the New Orleans jazz funerals and the country western hayride music from North Louisiana are all alive today.”

For the second year, Mayer focuses on the state’s music and continues the “Come as you are, leave different” tagline.

The campaign’s documentary slant dovetails with Ken Burns’ Jazz, which aired nationally this month.