Louisiana Office of Tourism: In-State

• Category | Ads
• Role | Art Director, Designer
• Responsibilities | Visual Direction, Concepting, Composition

Stay-cation makeover

Louisiana is a pretty easy sell to tourists: it has great food, great music, and the quirkiest, kindest people you could ever care to meet. But—gasp!—those quirky, kind people frequently choose to travel out of state for vacations because they aren’t aware of all that Louisiana has to offer.

By focusing on road-trip, last-minute fun mentality, the proposed “Think Inside the Boot” campaign encourages Louisianans to do just that: think about traveling in Louisiana. I leveraged Louisiana’s famous boot shape and some tongue-in-cheek phrasing to encourage our spontaneous travelers to not let the couch win, but rather boot up a better road trip, give that same old weekend routine the boot, and remember to think inside the boot for their next adventure.