Lieutenant Governor Nungesser unveils new brand to promote Louisiana

At the annual meeting of the Louisiana Travel Promotion Association in Lafayette, Lieutenant Governor Billy Nungesser unveiled Tuesday a new brand that will promote Louisiana through its incredible bounty of food, music, history and culture
“The Louisiana: Feed Your Soul strategy will target travelers who are in constant pursuit of enjoyment by showing them how easy that is to attain in Louisiana – and how it can be found in so many different forms,” said a press release. “The brand’s key takeaway is that Louisiana isn’t just for spectators, but rather active participants who truly want to feed their soul. Those who don’t want to only live in the moment, but be the moment.”
Added Lt. Gov. Nungesser: “This exciting new brand will offer travelers a new outlook – that you may come to Louisiana hungry, but you’ll leave with your soul full of all the rewarding experiences we offer. There is truly nowhere else in the world that can feed your soul like we can.”
According to the press release, the new Louisiana: Feed Your Soul brand was created after six months of research, testing and analysis led by Miles Partnership, a strategic marketing company focused exclusively on travel and tourism. It replaces the previous brand, Pick Your Passion, which had been used for the past seven years and wasn’t resonating as strongly within the state’s target markets.
The new brand of Louisiana will debut on Mardi Gras Day in a big way. There will be Louisiana: Feed Your Soul food trucks serving a taste of Louisiana in Atlanta, Houston, Dallas and Washington, DC. “While it may be just another Tuesday in the rest of the country, these Louisiana-wrapped trucks will hand out king cake, beads and cups to promote the new brand while creating unique, memorable and high-profile experiences in these markets,” said the press release.
“The trucks and their Louisiana ambassadors will be stationed in high-traffic locations for the lunch rush and happy-hour crowds, and will move around to maximize exposure while in each city. Food truck guests will also be able to register for a chance to win their own trip for two to come feed their soul in Louisiana.”