THE CHALLENGE
Some international tour operators attending the 2025 IPW Conference lacked personal experiences and interactions with the State of Louisiana. Traditional engagement and interactions felt cold and impersonal, so Louisiana Office of Tourism (LOT) requested unique, in-person connection points to reinforce the LOT brand as a must-visit destination and capture visitation. The goal set forth was to:
- Capture high-intent, affluent travelers in competitive long-haul markets
- Blend physical & digital touchpoints for extended engagement
- Maximize media efficiency with geo-targeted re-marketing
- Create shareable moments that amplify reach via social media
the roux strategy
Place Louisiana as the culinary-centric destination and experience with food and beverage-related travelers and travel agents. Create a VIP-Cocktail experience within three (3) Atlanta airport Club Lounges as a point of engagement and enhanced interaction. Both creative and placements were designed to:
- Engageinternational travel agents, foodie travelers, business travelers, and frequent flyers—all key demographics for culinary tourism
- Build excitement and trip inspirationwhile travelers are in a receptive mindset
- Position Louisiana as an adventurous, food-forward destination through a unique culinary experience
- Generateorganic content from influencers and media via VIP lounge exclusivity
THE SOLUTION
Roux Advertising designed a media channel strategy to align with LOT’s ongoing marketing objectives, targeting key audiences with a mix of high-impact media placements across digital, traditional, and experiential channels. We leveraged data-driven insights to enhance visibility, drive website traffic, and boost visitor intent. Tactics included:
- Digital screen takeovers to capture agents and travelers in key, non-stop markets, driving post-exposure engagement
- Distribute a Louisiana signature, Delta-inspired cocktail
- Showcase one 90”x33” branded drop-down canvas per club lunges
- Employ digital signage throughout each club lounges
- Secure category exclusive for Explore Louisiana
- Distribute 125 Louisiana branded bags
- Showcase digital placements on 23 digital screens
OUTSTANDING RESULTS
3,335,601
Impressions over the 2-week flight
100%
of passenger exposed via full coverage across all concourses
125
Distributed all 125 Louisiana branded SWAG bags in three (3) Delta Club Lounges
Face-to-face engagement via Louisiana branded food and beverages
