Hitting the road to create a new state tourism campaign
When Louisiana’s tourism office invited PETERMAYER to pitch its next campaign, we knew we needed to go deeper than clichés. I hit the road to interview residents and business owners across the state, from Monroe to Zwolle.
Our team gathered stories, and a central insight emerged: Louisiana isn’t a place you observe. It’s a place you join. From that, "Find Your Louisiana" was born — a campaign for participants, not spectators.
The idea won us the pitch. It later rolled out as a statewide campaign, capturing the voice of Louisiana in its most personal, authentic form.