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 was tasked with concepting campaign creative using existing assets for the “Year of Food” initiative. This involved everything from print and digital to audio and video placements. Our activation team also executed specialized creative and content, managing influencer partnerships and delivering activations at food festivals to ensure the brand remains top of mind for travelers.
“Year of Food” By the Numbers:
- 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).
