The best marketing embodies, rather than just projects, the message it's trying to deliver. And 360i's new tourism campaign for New Orleans is a good example of that.
Three TV spots all use the same voiceover script, but completely different characters and locations, to cleverly communicate the point that you can have all sorts of diverse experiences in the city.
Check out the ads below, directed by Henry Mason and produced by Chelsea Pictures, with an original score by David Torkanowsky and renowned New Orleans musicians:
The ads, for the New Orleans Tourism Marketing Corporation, must be played sequentially to make the most sense, and that's the plan on TV and digital (via Facebook) in 35 target markets.
The campaign continues the "Follow Your NOLA" theme and showcases the city as a unique, one-of-a-kind experience. It will also use radio, influencer marketing, mobile and live events to court travelers. On mobile, the upgraded followyournola.com will feature curated itineraries for each of the TV ads, as well as celebrity itineraries by Anthony Bourdain, Emeril Lagasse and John Besh.
NOTMC is also getting social influencers to create their own ideal New Orleans trips and share them on Instagram, YouTube and their own blogs.
"New Orleans has an incredible range of experiences and attractions for people of all mindsets and interests—that's the insight at the heart of 'Follow Your NOLA.' Our challenge was to bring this to life with stories that live up to the beauty and creative spirit of the city itself," said Pierre Lipton, chief creative officer at 360i.
"The result is an integrated campaign with digital at the core. Our videos and TV executions illustrate visitors' top interests discovered through social listening; the mobile site showcases itineraries featured in the spots; social influencers bring their own NOLA trips to life online; display and mobile ads target the right people at the right time; and the events bring the NOLA experience to life across the country."