Lafayette Convention and Visitors Commission: Meet Lafayette Branding Initiative

Lafayette's location in the middle of state and at the crossroads of I-10 and I-49 made it conveniently accessible and centrally located for most of the state. After chronicling the assets of the community and identifying the emotional connection that would drive consumer action, the campaign focused on statewide groups and associations that needed a central place to meet. The goal now, was to re-introduce Lafayette to the rest of the world. 

Challenge: Due to more well known areas in the state, such as Baton Rouge and New Orleans, Lafayette is often overlooked as an ideal city for convention and conference sites. This was not only a national perception, but a regional one as well.

Insight: Lafayette's location in the middle of state and at the crossroads of I-10 and I-49 made it conveniently accessible and centrally located for most of the state. After chronicling the assets of the community and identifying the emotional connection that would drive consumer action, the campaign focused on statewide groups and associations that needed a central place to meet.

Strategy: Our strategy was to re-introduce Lafayette to not only the public, but to the travel planers and business leaders who often made the decisions of where and where not to go. The Meet Lafayette and Play Lafayette brands were developed for the LCVC, along with a state-wide trade journal ad campaign. Interactive elements were also developed, along with a trade show component. In addition, A Direct mail campaign with a very targeted and personalized message that included a PURL (Personalized–URL) component was developed. The recipient’s data was integrated into the message and design of the printed piece, driving them to a personal URL website with a message addressed to them.

Results: The response to the campiagn was eight times higher than the industry norm, leading to increased events throughout the city and the region.