New brand to push Louisiana tourism

Wednesday, January 26, 2011 - 6:43pm

BATON ROUGE, La (NBC33) – At least 4.9 million barrels of oil seeped its way across the Gulf over the course of eighty-seven days, which could cost Louisiana roughly $300 million in tourism dollars, according to the State Office of Tourism.

Lt. Governor Jay Dardenne shared insights such as this at today’s tourism summit held in downtown Baton Rouge at the Hilton on Lafayette Street. Dardenne detailed his plan to help the tourism industry rebound in the wake of the spill.

BP is paying $30 million for an advertising campaign to help the state dispel some of the negative press felt during the disaster. Today Dardenne explained that $4 million of that will be spent to launch Louisiana’s new brand, “Louisiana, Pick Your Passion.”

Dardenne says it’s the perfect slogan because there’s so much in Louisiana to be passionate about, "…music, food, outdoor recreational activities, festivals, history, diverse culture - all things that make Louisiana special are part of the passion that makes us unlike a lot of other states."

Dardenne also talked about the upcoming legislative session and his desire to change the way the tourism budget has been handled the past few years.

Click here to see a sneak peak of the upgrades.

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