Key Challenge
Join the party - Every destination in Louisiana is known for its culture, casinos and great cuisine.  So when the region of Southwest Louisiana set out to define itself with a tourism brand, it knew better than to stake its claim to fame wholly in these assets – even though they’re quite a party!  On top of finding an identity that truly set it apart, Southwest Louisiana was dealing with some name confusion. Turns out due to the general nature of the name, travelers were crediting cities outside the region with being a part of Southwest Louisiana.  And when you’re a region as rockin’ as Southwest Louisiana, you want to get credit where credit’s due! 

Critical Insight
Don’t be afraid of color - Two key North Star insights helped Southwest Louisiana overcome its obstacles. First, research found that the region is one of the few parts of the state with a seemingly endless outdoor landscape.  The combination of traditional Louisiana experiences including great food, culture, casinos, festivals, art, history and music PLUS 180 miles of bayous, marshland and shores creates a colorful playground of possibility where every game’s an option if you’re up to it!  In addition, research found that when you ask people what city comes to mind first in Southwest Louisiana, most say Lake Charles (which actually is in the region!). So why not lead the way with your greatest asset?

Brand Strategy
North Star recommended positioning Southwest Louisiana as a destination for visitors seeking a more active and exciting Louisiana experience where colorful adventures come with a little something extra so your experience is vivid and rewarding.

North Star also recommended that the region lead with its best-known city in its name.  Lake Charles/Southwest Louisiana helps visitors mentally put a stake in the ground regarding where the region is located.        

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

Evolution of the Idea

 

 

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Lake Charles/Southwest Louisiana. All were designed to help them wear their brand like a second skin.

• Create an “Are You Game?” cook-off and cookbook - Host a communitywide cook-off event to capture the best recipes that make use of the area's wild game. Consider making this cook-off a party by incorporating “Are You Game” activities including electronic bull riding, jalapeno eating, etc. Cooking winners should get a special prize and all should be featured in local media and on websites. All recipes should be included in an “Are You Game?” cookbook to be sold at the event. (Contestants must turn in their recipes beforehand.) Include sections for deer, wild fowl, gator, rattle snake, fish and crawfish. Designate especially spicy or adventurous dishes with an “Are You Game?” symbol.
  
  
• Brand your Visitors Guide - Rework your Visitors Guide to reflect the brand in design, content and tone. For example, various sections could ask the reader. “Are You Game? for exceptional dining;” “Are You Game? for the great outdoors,” etc. Another idea: Stick an "Are You Game” scratch-off card to the front of the Visitors Guide featuring a pair of dice. Instead of numbers, various “gaming” categories would be shown on the faces of each die – Outdoor Recreation, Sports, Dining/Shopping, Gambling, etc. Two of the faces (one on each die) would be a scratch-off. If they get a pair of dining/shoppings (for example) they would get a free dinner; a pair of outdoor recreations would win them discounts at an outdoor rec store or on an activity such as canoe rentals.
  
  
• Attract stores that appeal to gaming enthusiasts - Outdoors and outfitter stores – like Cabela's and Bass Pro – are a natural fit for Southwest Louisiana visitors and residents alike.
  
  
• Develop brand merchandise - One of the best ways to introduce your brand is with promotional items and merchandise that visitors can wear, drive, mail and use. The Southwest Louisiana brand lends itself well to certain customized items including
  • Foodstuff, including various flavors of jerky, spices, hot sauce or fishing lures
  • A combo set of dice and fishing lures packaged up together (representing the two very distinct forms of gaming you offer)
  • A kid-friendly crayon set, with colors named for the different attractions in Southwest Louisiana. Tie them to places that are kid-friendly and give them away at local hotels and at the CVB. A few ideas: Mardi Gras Museum Magenta, Gator Country Green, Pirate Days Purple, etc.
  • A dart board in the shape of the state of Louisiana with a bulls eye on Southwest Louisiana

Kudos

"North Star Destination Strategies really nailed the tagline, "Are You Game?" which finally brought the widely diverse activities of our area together in a cohesive manner."
- Shelley Johnson, Executive Director, Southwest Louisiana Convention & Visitors Bureau