LED uses multiple touch points in its global marketing strategy to shape perceptions and generate legitimate inquiries about Louisiana as a sound location for business. A major component of this overall strategy in 2007 was an integrated, industry-targeted campaign.

LED placed print and online advertisements for high-potential audiences targeting several key industries. Messaging included the aggressive federal and state incentive programs available in Louisiana, especially the time-limited Gulf Opportunity Zone. Along with the national brand-building value, the campaign represented a growing sophistication in how LED targets and reaches out to industry leaders and provided an opportunity to measure advertising effectiveness without additional investment.

The results were significant and measurable. Traffic on industry-specific web pages on LouisianaForward.com, directed via the print and online placements, notably increased and more than 60 percent of the visitors tracked were directly linked to the campaign. The industry-specific online ads garnered 1.5 million impressions and the click-thru rate on industry specific pages was above average. More importantly, LED logged legitimate inquiries from companies in these target industries interested in doing business in Louisiana.

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