Submission NameCome Home Louisiana
Submission AbstractNone
Submission DescriptionNone
Submission Video URLNone
Submission DivisionState Division All state organizations
Company NameLouisiana Economic Development
Entry Category:17 Overall Marketing Campaign
Date this entry was produced:9/1/24
Please provide a brief description of the entry and how it was used by your organization:Everyone who is from or spent formative years in Louisiana knows what they miss — Mardi Gras, crawfish, festivals, gumbo — but they don’t know what they are missing: a reinvigorated, dynamic economic landscape that has opportunities for every person across every industry in every corner of the state.
Launched by LED in September 2024, the “Come Home Louisiana” campaign is a strategic initiative designed to attract former Louisiana residents by showcasing its revitalized economic landscape and rich cultural heritage. The campaign targets professionals who may have left for opportunities elsewhere but still feel a personal connection to Louisiana and a desire to return. The initiative supports LED's new "relocation funnel" within its CRM system to track individuals from initial interest to their "first day home", facilitating targeted engagement and support.
The primary goal is to reverse outmigration trends by demonstrating that Louisiana now offers both competitive job opportunities and a high quality of life. The effort was realized through a multi-channel marketing strategy that included personal testimonials, targeted digital outreach, in-stadium advertising, partnerships with Louisiana alumni groups and a powerful emotional appeal anchored by Marc Broussard’s theme song “Home”. The campaign reframed the state as a place where personal roots and professional aspirations can coexist and thrive.
Enter your budget level:State
Total Annual Budget:$165,000
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