“Follow Your NOLA” Food Truck Helps Promote New Orleans In Nearby Drive Markets

On behalf of the New Orleans Tourism Marketing Corporation (NOTMC), the Spears Group along with 360i and FSC developed the "Follow Your NOLA" food truck campaign as an interactive way to provide a little taste of New Orleans to neighboring drive markets.

  • May 30, 2014

The food truck campaign was successfully launched, beginning with a three-day activation in New Orleans around the Jazz and Heritage Festival. There, it greeted fest-goers with the taste of the New Orleans that it was ready to bring on the road. On Monday, May 6th, it departed for Texas, visiting key drive markets in Houston, Dallas and Austin. The food truck also included a New Orleans Mardi Gras Indian, a musician from the HOT 8 Brass Band, and celebrity chef Brian Landry of Borgne Restaurant.

The truck traveled with an 8ft. tall spinning compass, which is a cornerstone of the "Follow Your NOLA" campaign. In each market, the truck was positioned in strategic areas designed to capture heavy foot traffic, and our ambassadors invited guests to spin the compass to unlock their surprise gift from New Orleans. To tie into the "Follow Your NOLA" campaign, each position on the compass represented a unique attribute that New Orleans is famous for, such as style, flavor, and rhythm. Guests were then encouraged to "follow" that attribute and received a corresponding prize. For example, if a guest landed on rhythm, they were encouraged to "Follow Your Rhythm" and awarded a CD of local New Orleans music while the Brass Band member played them a song.

To promote the food truck tour, the team executed a strategic and all-encompassing public relations strategy, a cornerstone of which was a two-hour satellite tour that included nine television interviews over the course of two hours that earned over half a Million impressions.

The "Follow Your NOLA" Food Truck engaged thousands of people and earned Millions of impressions via earned media and social media engagement. Noteworthy mentions include coverage by the New York Times (print and digital), Fox, ABC, NBC and CBS affiliates in each market, and generated thousands of #hashtag shares on social media.