Louisiana Office of Tourism wins world’s most prestigious travel marketing award for Louisiana: Feed Your Soul campaign


Lt. Gov. Billy Nungesser and Louisiana Office of Tourism to be Celebrated at the HSMAI Adrian Awards Gala in New York City


Lt. Gov. Billy Nungesser announces The Hospitality Sales & Marketing Association International (HSMAI) will honor the Louisiana Office of Tourism (LOT) with a Gold Adrian Award for advertising excellence surrounding the Louisiana: Feed Your Souladvertising campaign during the 62nd Annual Adrian Awards Gala in New York Tuesday, Jan. 22. The Adrian Awards, the largest and most prestigious global travel marketing competition, recognizes best practices in sales and marketing for the hospitality industry. Louisiana is among 18 winners worldwide and three in the United States.


The new Louisiana: Feed Your Soulbranding was crafted from a comprehensive survey of travelers and gauging the primary motivators for why people select Louisiana as their travel destination. Mention Louisiana and images of Mardi Gras, jazz clubs, and food are most likely the first things that come to mind. But there is far more to Louisiana. The Louisiana: Feed Your Soulcampaign markets other assets found throughout the state highlighting the outdoors, history, Cajun and zydeco music, and culture.


“This is a great honor for Louisiana. When the state set out to rebrand Louisiana’s tourism industry, we concentrated on data-driven information and statistics to create the best marketing plan possible,” said Lieutenant Governor Billy Nungesser. “We tested our Louisiana: Feed Your Soulcampaign with numerous focus groups. When they overwhelmingly agreed Louisiana: Feed Your Soulwas their favorite concept, we knew it was the right decision.”


“Louisiana’s diversity, from the landscapes to the contrast of cultures, is fully experienced by travelers. Louisiana isn’t for spectators, it’s for participants – those who want to feed their souls by not just living the moment, but by becoming the moment.  Thus Louisiana: Feed Your Soulwas born,” added Lt. Governor Nungesser.


“Tourism is an economic driving force for Louisiana. It is the fourth largest employer in the state. Domestic and international visitors spent $17.5 billion in 2017. This Adrian Award is the pinnacle of our industry, and we are very proud to have received this honor,” said Assistant Secretary of Tourism Doug Bourgeois.


The Louisiana: Feed Your Soul logo was unveiled nationwide last year on Mardi Gras – Feb. 13, 2018 – when food trucks wrapped in the new branding delivered free slices of king cake to top travel markets including Dallas, Houston, Atlanta and Washington, D.C. Brand ambassadors distributed the king cake, branded beads and cups, and signed up revelers for a chance to win a trip to Louisiana.


The activation yielded award winning results. More than one million impressions were delivered in the four cities along with thousands of pieces of king cake. The unique activation provided additional impressions via social media with more than 1.7 million through Facebook, Twitter, Instagram and Snapchat. The activation also provided LOT with earned media exposure of more than $1 million. On Mardi Gras, a video of the Louisiana: Feed Your Soulbrand activation was seen on a video board in New York City’s Times Square. To view a video from the events in each of these cities, please click here.


“The Adrian Awards celebrate travel marketing innovators whose awesome creativity and hard work are integral not only to the success of their companies, but to the continued growth of the hospitality of the industry as a whole,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI will be proud to recognize these award winners and their outstanding campaigns at the Adrian Awards Gala.”


Winning entries will be viewable in the winners’ gallery on the Adrian Awards website. Visit www.AdrianAwards.comfor more information on the event and competition and to view the Adrian Awards Winners’ Gallery.