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Challenge: With a limited budget, the Acadia Parish Tourism Commission needed a cost effective campaign to better brand the parish nationwide. Throughout the state of Louisiana, the tourism industry is disproportionately focused on New Orleans and other larger cities such as Lafayette, Natchitoches and Shreveport.
Strategy involved creating a logo, tagline, DVD, and marketing materials that could be used to attract tourists to the area - as well as provide additional information to those visiting the area for the first time. Russo immediately set out to identify what makes Acadia Parish unique (Rice Festival, Buggy Festival, working crawfish farms, Frog Capital, Mardi Gras) and research the target market that will care (travel planners, RV associations, tourists looking to get back to basics). From there, a strategic plan was created and the identity - Experience Acadia Parish - was born. The idea throughout the campaign was to capture the tradition and simplicity of the area, with an open invitation to experience their way of life.
Results: Revealing the overlooked
importance of such a distinct entity, Russo helped gain an entire region
the national identity it deserves.
(See samples from the Acadia Parish Campaign)
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