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What Travel Marketers Can Learn From New Orleans' Move to Digital Marketing

Samantha Shankman

Photo Credit: New Orleans Tourism creates native content for Buzzfeed during its 2013 "Find Your NOLA" campaign.  Buzzfeed

Skift Take

New Orleans managed to triple its impressions with a relatively small budget by finding their target visitors where they already looked online and by investing in quality content that engaged and piqued the interest of those travelers.

Last year New Orleans Tourism's board of directors got with the times and moved 50 percent of their marketing spend from traditional TV and print to digital outlets including sponsored posts on Buzzfeed, promotional content on Garden and Gun, and 5 custom channels on Pandora. The impact of the agency's first full-year of its new strategy and media plan was clear: Digital is where it's at. Visits to New Orleans Tourism's websites NewOrleansOnline.com, followyournola.com and GoNOLA.com increased 20 percent, its customized Pandora channels were li

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