Mayer Makes Music for Louisiana Tourism

DALLAS The Louisiana Office of Tourism will promote New Orleans as an attractive vacation destination for families and the rest of the state as a recreational mecca under a $6.6 million campaign developed by Peter A. Mayer Advertising and Partners, officials said.

“The TV spot that features New Orleans promotes family entertainment,” said Judy Morse, spokeswoman for Louisiana Lt. Gov. Mitch Landrieu. “It’s more than just the French Quarter, it’s more than just the adult music scene.”

The new campaign unveiled in Shreveport, La., will launch in March with five TV spots and eight print ads, along with billboard and Internet messages in the state’s strongest markets for tourism, Landrieu said.

“We have used an approach, supported by research in key markets, that will effectively tell Louisiana’s story,” said Landrieu, who serves as the commissioner of the state’s Department of Culture, Recreation and Tourism.

“This campaign is more aggressive than previous campaigns,” said Angele Davis, secretary of CRT. “They position the entire state as a destination that begs to be explored.”

One of the 30-second TV spots, entitled “Swamp,” opens to a filmy landscape of a cypress bayou. As the focus tightens, the shot pans across the water as a man and woman appear in a canoe. The woman looks up at the scenery in awe as blues guitar music plays and the ad ends with the words: “Not all amusement parks have fences.”

Other TV spots include “French Quarter,” “Gaming,” “Plantation” and “Cajun,” Landrieu said.

Peter A. Mayer, an independent shop in New Orleans, has held the tourism account for eight years, Morse said.

Musicians featured in the campaign include Sonny Landreth, Irvin Mayfield, Jason Marsalis, Davell Crawford, Joe Stark and Amanda Shaw.

“We intentionally used Louisiana musicians to compose and perform the music that supports the new TV ads,” said Landrieu. “We hope other government agencies, businesses and organizations will use this same model.”

The Louisiana Office of Tourism conducted focus groups in key Louisiana feeder markets like Atlanta and Dallas, Landrieu said.