The Challenge
To grow culinary tourism and visitation to the city of Lafayette, Louisiana.

Our Thinking
To develop a multimedia campaign promoting Lafayette, Louisiana’s unique Cajun style, food, music, and culture with an urgent call to action.

Why It Worked
Graham Group developed a multimedia campaign featuring the concept “Have You Tasted LafaYETe” promoting Lafayette as a great food town with abundant seafood.  All efforts directed individuals to a special microsite we created, TasteLafayette.com, which offered favorite recipes, videos of chef demonstrations and interviews, consumer interactive resources, etc. Visitation to the market increased by more than 11%, with additional spikes during campaign timeframes. In addition, tradeshows and culinary tours combined with a targeted press tour, magazine and newspaper articles enabled us to garner more than $350,000 in earned media coverage.