Louisiana Office of Tourism
Rebuilding Louisiana African American Tourism After Hurricanes Katrina & Rita
From almost 10 years, GMc+Company worked with the Louisiana Office of Tourism to develop an awardwinning tourism program that made Louisiana one of the top travel destinations among African Americans. However, following Hurricanes Katrina and Rita, the overriding images portrayed by the media left lasting negative impressions within the African-American community both regionally and nationally. As a result, GMc+Co. worked closely with the Louisiana Office of Tourism telling positive, inspirational stories of African American heritage throughout the state. The resulting African American Heritage Trail is a reflection of the rich and complex culture found in Louisiana, including the stories and locations of the inventors, musicians, authors, and craftsmen who helped shape the physical and spiritual space we live in today.
Through our public relations efforts, The African American Heritage Trail received national and regional media coverage including editorials in Imagine Louisiana, Louisiana Life, CNN.com, ABCNews.com, and USAToday.com. In addition, the trial received free ad placement in various publications including ESSENCE, Odyssey Couleur, the NBA All-Star Game Program, and the NAACP Image Awards Official Viewers’ Guide.
- The trail received an estimated $300,000+ in total print PR value
- Louisiana’s African American visitors grew, representing 14% of all visitors to the state
- An estimated 21% of African American tourists to Louisiana visit historic sites such as churches, museums, or old homes and mansions
866 Camp Street
New Orleans, LA 70130