Louisiana Receives New Slogan: Feed Your Soul

NEW ORLEANS – Louisiana has a new brand to promote throughout the country and world: Louisiana: Feed Your Soul.

Lieutenant Governor Bill Nungesser unveiled the new slogan and brand on Tuesday, Jan. 23 in Lafayette at the Louisiana Travel Promotion Association’s Annual Meeting.

“With such an incredible bounty of food, music, history and culture, there’s no other state that can feed your soul quite like Louisiana. And that’s exactly the message the state will convey to the world,” Nungesser said in a statement.

The "Louisiana: Feed Your Soul" strategy replaces the previous brand, "Pick Your Passion," which had been used for the past seven years.

Nungesser stated that the previous slogan and wasn’t resonating as strongly within the state’s target markets.

The new brand was created after six months of research, testing and analysis led by Miles Partnership, a strategic marketing company focused exclusively on travel and tourism.

“We tested six logos and the winning logo scored highest in every single focus group and in every single demographic,” said Downs & St. Germain Senior Partner Phillip Downs. “In our 30 years of research experience, no logo for any destination or brand has achieved this level of dominance against all other logos tested.”

The new brand will be rolled out in several U.S. states on Mardi Gras Day, with branded "Louisiana: Feed Your Soul" food trucks serving a taste of Louisiana in Atlanta, Houston, Dallas and Washington, DC.

The trucks and their Louisiana ambassadors will be stationed in high-traffic locations for the lunch rush and happy-hour crowds, and will move around to maximize exposure while in each city.

Food truck guests will also be able to register for a chance to win their own trip for two to come feed their soul in Louisiana.

“This exciting new brand will offer travelers a new outlook – that you may come to Louisiana hungry, but you’ll leave with your soul full of all the rewarding experiences we offer,” Nungesser states. “There is truly nowhere else in the world that can feed your soul like we can.”

-By Jenny Peterson, Associate News Editor, Biz New Orleans