New Orleans is always open - New Orleans & Company | Clapboard Ad Archive
New Orleans & Company’s 2017 campaign New Orleans is always open, developed in partnership with agency 360i, stands as a vivid expression of the city’s progressive positioning within the US hospitality and tourism landscape. The creative fulcrum of the work is Reverse Parade, a singular and symbolically loaded film that discards convention by deploying the unmistakable language of parades—a fixture of New Orleans culture—and inverting it to dramatize what true openness means. Rather than a conventional narrative, this work creates its message through the potent visual metaphor of an ever-welcoming city, deploying symbolism to represent the unbroken, inclusive spirit that the destination promises to every visitor. The campaign’s ambition is evident: against a backdrop of social momentum in LGBTQ rights, New Orleans & Company makes a bold brand statement that the city’s doors are open to all, irrespective of background or identity, placing the city in direct, positive alignment with cultural progress. Throughout, 360i anchors the visual and tonal language with authenticity, leaning on the emotional power of hospitality—an approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit category—as the Reverse Parade is not a literal event but a resonant symbol of perennial welcome. By avoiding testimonials, celebrity spokespeople, or artificial setups, and instead focusing on evocative, welcoming imagery, the work sidesteps the transactional connotations of tourism advertising in favor of a values-driven proposition. The warmth and sincerity embedded in both the campaign’s execution and its overarching narrative serve to position New Orleans as more than a travel destination: it becomes a beacon of what inclusive hospitality should embody in 2017 and beyond. The directness of language, the clarity of the creative intent, and the nuanced execution point to a strategic understanding that today’s travelers—particularly those in the LGBTQ segment—are seeking destinations aligned with their values, not just their itineraries. The campaign earns a 66/100 in Clapboard’s global creative archive. As travel brands increasingly compete on cultural relevance rather than product features, New Orleans is always open signals how symbolic storytelling rooted in a city’s authentic character can reposition an entire destination for the demands and expectations of a more inclusive era.
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