Lafourche Parish sits about 30 minutes south of New Orleans. Yes, there is something south of New Orleans. This 80-mile long parish of multiple communities wanted to transcend their destination’s appeal by better branding their already attractive offerings. Where do they start?
Branding is all about the story and we uncovered an amazing story in Lafourche Parish.
Community research revealed the destination experience (the story) from the locals’ perspective. What we found was incredibly – simple. Practically everything about community life lies along their 80-mile long bayou – Bayou Lafourche. In fact, “up the bayou” or “down the bayou” was the frequent way directions were given to all of the housing, businesses, attractions, colleges and restaurants throughout the community.
Outside research revealed outsiders and even past visitors rarely recall Lafourche Parish by name. Many people were not compelled to visit Lafourche Parish. They knew nothing about it. Past visitors told our research team something enlightening – the people of this community are the real Cajuns. Despite other great Cajun experiences often associated with Louisiana, the deep southern Louisiana Cajuns were the “real deal”.
Our strategy and solution – claim your culture and claim your bayou!
The best marketing is when you can exploit existing assets and leverage something already engrained in the community. That is exactly why we named Lafourche Parish, Louisiana’s Cajun Bayou. Simply put – it’s what they are. Alligators, swamp tours, Cajun cuisine at the highest level, Cajun culture that is more about family than commercial appeal, and unparalleled fishing known throughout the world. All of these things are incredible assets that make up Louisiana’s Cajun Bayou. A new name that proudly tells the world what you are and what they can expect is the first step, then creating strong identity and storytelling platforms were next. A new ad campaign proudly telling what you can expect “Up and down the Bayou” was easy. It’s already what locals are saying! That’s a pretty tight inside out marketing program.
A great strategy only works if you have a great team to implement it! Lucky for us, we partnered with the creative resources of the Graham Group out of Baton Rouge and Lafayette, LA (they kind of know a little about cajun culture too) to bring this idea to life. Check out all their spectacular work in telling the Louisiana Cajun Bayou story. http://www.graham-group.com/
Take a glimpse of Lafourche: https://youtu.be/dGeZ9cuaR7c