GET DAILY REPORT FREE
Visit Baton Rouge unveiled a new brand identity and advertising campaign this week highlighting Baton Rouge’s refined yet accessible culinary, cultural and family friendly qualities.
The new “Our Place, Your Pace” campaign highlights the distinctive and metropolitan experiences Baton Rouge offers and encourages visitors to explore the area at their pace.
The brand’s new logo mark is inspired by the quatrefoil shape that appears in architecture and design throughout the city.
“Its approachable yet refined feel embodies Baton Rouge’s sense of laid-back luxury and will be employed visually to suggest a window through which to see the city’s rich collection of offerings,” a statement from the organization reads.
Visit Baton Rouge will showcase the new brand on Thursday morning for a press conference at the organization’s future headquarters at 232 Lafayette Street. The deal for the building closed in February and renovations are expected to be completed in 2026.
The new brand positioning, visual identity, messaging strategy and target personas are the result of a yearlong extensive brand study with Luckie & Company backed by hundreds of surveys and travel diaries. The brand launch campaign, developed in part with Baton Rouge-based Mesh, will include print and digital advertising, social media marketing and public relations elements, with photography showcasing the destination’s unique features and amenities, including family friendly experiences and the “hidden gem” of the Perkins overpass culinary district.
Brand activations and advertising—including a life-size 3D version of the new logo—will debut in Baton Rouge this week at several community events, including the Red Stick Farmers and Art Market, Hot Art Cool Nights, and Night Market BTR.
