La. tourism office launches new campaign

Lt. Governor Jay Dardenne’s Office of Tourism has rolled out a new slate of advertisements celebrating the music, culture and food of Louisiana with themes like “Where the music never stops” and “Hot sauce for your ears.” Beyond the series of four 30-second TV spots—featuring lively footage of artists like Chris Thomas King, Amanda Shaw and Steve Reilly, among others—the new campaign will feature extensive print and online advertising and promotions, including a page takeover of rollingstone.com on March 12, during the Austin-based concert series South by Southwest, and the upcoming debut of a unique Louisiana music player that will allow users to stream songs by all of the local artists featured in the campaign. “With the continued acceleration and adoption of digital music formats, it’s become the most easily shared aspect of our authentic culture, so we’re leveraging that,” says Pat McGuinness, founder and creative director for Trumpet, the New Orleans-based advertising firm that created the campaign with the state tourism office. View the commercials and print advertisements at louisianamusic2013.com. —Jeff Roedel