Case Study: Louisiana Office of Tourism boosts culinary tourism with Zehnder Communications

Louisiana Office of Tourism drives 193,260,241 impressions with Zehnder Communications

The Louisiana Office of Tourism faced the challenge of positioning the state as a top culinary destination to inspire travel. Their goal was to showcase Louisiana's unparalleled dining scene and promote its unique food culture, where cuisine is inextricably linked to local heritage. They partnered with their creative agency, Zehnder Communications, on a brand strategy to address this.

Zehnder implemented the Year of Food campaign, which celebrated Louisiana's culinary heritage through immersive storytelling, out-of-home activations, and influencer partnerships. The solution focused on connecting visitors to the local flavor and lifestyle. According to Zehnder's analytics, the campaign was highly successful, generating over 193 million total impressions, including 3.2 million from airport activations. It also identified a key audience segment, the "Reflective Diner," who seeks authentic, culturally immersive food travel experiences.

Louisiana Office of Tourism