Louisiana Office of Tourism
The Louisiana Office of Tourism aims to increase revenue generated by the tourism industry, contributing to the economic impact of tourism in all 64 parishes. Their vision is to market and promote their “Feed Your Soul” brand, showcasing Louisiana as a travel-worthy destination by emphasizing Louisiana’s various offerings, from food and music to outdoors and culture.
Zehnder’s Role
When Zehnder began partnering with the Louisiana Office of Tourism, they had already established the compelling “Feed Your Soul” brand, and the My Louisiana campaign was underway, with the foundational “Year of Music” successfully launching in 2024. Zehnder’s proven experience in tourism marketing and integrated digital activations set us apart from competitors, enabling a seamless and impactful expansion of the Year of Food brand.
Zehnder's role in the 2025 “Year of Food” campaign was to center strategy around five core pillars: food & drink, outdoors, music, history & culture, and road trips. This strategy aimed to elevate Louisiana’s culinary traditions, framing food as a lifestyle experience that extends beyond recipes.
Zehnder's activation team executed specialized creative and content, managed influencer partnerships, and delivered activations at food festivals to maintain brand awareness among travelers.
“Year of Food” By the Numbers:
The “Year of Food” campaign achieved the following key metrics:
- 193,260,241 total impressions across the campaign
- 42 million+ impressions from display
- 158,227 clicks on Pinterest and Reddit
- 3% increase in new users to the landing page
- 3.2M+ impressions across ATL/CHI Delta Sky Clubs (153K avg. daily traffic).
