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New Orleans Retells Its Greatest Stories to Celebrate the City’s 300th Birthday

September 7, 2017 Destination North America No Comments Email Email

For 300 years, people have left New Orleans with a different kind of souvenir. They’ve left with great stories. Stories about creation and discover; rebirth and Civil Rights; jazz music, fried food, and nights never to be forgotten. To drive tourists to the city during its Tricentennial year, New Orleans is going to celebrate the stories.

“Living in New Orleans my entire life, I have never met anyone without a New Orleans story,” said Mayor Mitch Landrieu, City of New Orleans. “This campaign captures the essence of our people as well as our visitors who always leave with stories to tell about our rich heritage and our culture.”

These great stories, all of which start with “One Time, In New Orleans” will come to life in a new advertising campaign from New Orleans Tourism Marketing Corporation (NOTMC)created by 360i. The campaign will debut on Monday, September 11 with ESPN (Saints/Vikings) broadcast spots airing during the first Monday Night Football game of the year. The film features a street performer, Lloyd Dillon, and legendary jazz drummer, Johnny Vidacovich, telling great stories to a crowd in Jackson Square as footage is fantastically projected onto the iconic Presbytère behind them.

A series of seven national print ads, featuring archival photography from the 1940’s to the 2000’s, will expand on the city’s story-rich history.

The Story Booth, a reclaimed shipping container, layered with IBM Watson and artificial intelligence software, will move to different festivals throughout the year to collect great stories from locals and tourists. Storytellers who use the booth will trigger different film projections based on audio triggers (i.e. saying “brass band” will activate a projection of a brass band). The experience will be recorded to create beautiful, double-exposure videos for people to share across social media platforms. A smaller version of the booth will exist at Louis Armstrong International Airport (MSY) starting in 2018.

“This is more than an advertising campaign,” said Mark Romig, President and CEO of NOTMC. “It’s a platform to forever associate New Orleans with great stories and storytelling.”

Beyond the film, print, and Story Booth, the campaign will feature: social content; a city-wide mural project; hyper-targeted digital banners; branded content partnerships with NCIS: New Orleans, Billboard Magazine, Garden & Gun, Upworthy, and more; a robust influencer marketing campaign; three Tricentennial statues; public relations; campaign hub; and a new brand identity logo created from the city’s architecture, colors, and textures.

“The campaign is more about curation than creation,” said Darryl Berger, Chairman of the Board, NOTMC. “Personal stories about New Orleans are far more powerful than any stories we could hope to write ourselves.”

The “One Time, In New Orleans” campaign will enhance efforts by NOTMC and the tourism industry to continue bringing historic numbers of visitors to New Orleans, and to promote the 2018 Tricentennial signature events throughout the year.

Tricentennial Website:
Film and print ad links: “One Time in New Orleans” Press Kit

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