The campaign "New Orleans is Always Open" by New Orleans & Company, created by 360i in 2017, positions the city as an inclusive, welcoming destination that embraces diversity, particularly within the LGBTQ community. The brand proposition centers on reinforcing New Orleans as a place of continuous hospitality and progressiveness, reflecting its cultural openness and readiness to welcome all visitors regardless of background. This commitment to inclusivity aims to strengthen the city’s identity as a safe and inviting space within the travel and leisure market.
From a strategic standpoint, the campaign leverages the socio-political context of advancing LGBTQ rights in the United States, using this timely cultural insight to deepen emotional resonance with a segment of travelers seeking destinations aligned with their values of acceptance and equality. The creative narrative, expressed through the film format titled "Reverse Parade," symbolically reflects both celebration and reversal of exclusion, conveying forward momentum and ongoing support for the community. This narrative approach effectively personalizes the tourism message, transforming it into a public statement of social progress that aligns with the brand’s hospitality promise. By targeting progressive and socially conscious travelers, the campaign seeks to forge a stronger connection with a demographic that prioritizes inclusivity when choosing travel destinations. In doing so, it differentiates New Orleans within the competitive hospitality and tourism sector by emphasizing its cultural warmth and social openness as core components of its visitor experience.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign, "New Orleans is always open," communicates the city’s welcoming embrace using the metaphor of a "Reverse Parade"—a creative symbolic gesture. Instead of a literal demonstration or testimonial, it embodies hospitality and inclusiveness (especially for LGBTQ visitors) through the visual and thematic motif of an always-open city. The narrative and title suggest the use of symbolic action—a parade that breaks with tradition and welcomes everyone—as a metaphor for New Orleans’ open-hearted spirit, rather than a problem-resolution arc or pure storytelling. No direct product comparison, user profile, celebrity, or ongoing character cues are noted; instead, the campaign’s power comes from its symbolic representation of the city’s benefit (warmth and perpetual welcome), making FORMAT#9 the most accurate fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Visit San Antonio – Focuses on blending rich cultural heritage with modern urban attractions, positioning itself as a vibrant destination where history meets contemporary experiences, appealing to both leisure travelers and event planners through year-round festivals and conventions.
2. Visit Miami – Differentiates by highlighting its blend of luxury, beach lifestyle, diverse cultural influences, and international appeal, marketing Miami as a dynamic, sun-soaked playground perfect for upscale leisure, nightlife, and multicultural events.
3. Visit Orlando – Leverages its status as the world’s top family vacation destination, emphasizing theme parks, entertainment, and family-friendly amenities, positioning Orlando as the ultimate fun-filled escape for all ages.
4. Las Vegas Convention and Visitors Authority – Markets Las Vegas as the entertainment capital of the world, focusing on its vibrant nightlife, gaming, shows, and conventions, targeting both leisure tourists seeking excitement and business travelers attending conferences.
5. Visit Austin – Positions Austin as a hub of creativity, live music, and innovation, combining a laid-back vibe with a tech-savvy atmosphere, appealing to young travelers and business tourists attracted to its unique cultural and entrepreneurial scene.
Q: What is New Orleans is always open about?
A: New Orleans is always open is a 2017 professional campaign created by the agency 360i for New Orleans & Company, targeting the United States market within the hospitality and tourism sector. The campaign centers on a film asset titled Reverse Parade, which uses the metaphor of a parade moving in reverse to symbolize the city’s unwavering commitment to inclusivity, particularly for LGBTQ visitors. By positioning New Orleans as a city that welcomes everyone regardless of background or identity, the campaign reinforces the brand’s reputation for warmth, openness, and progressive values in the travel and leisure category.
Q: What creative device does New Orleans is always open use?
A: New Orleans is always open employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This approach uses symbolic or exaggerated visuals—in this case, the Reverse Parade—to represent the positive impact of the city’s hospitality. Rather than relying on direct testimonials or narrative arcs, the campaign leverages the parade as a metaphor for perpetual welcome and inclusivity, visually embodying the brand’s promise of acceptance and openness. This symbolic device aligns the creative execution with the campaign’s core message of embracing diversity.
Q: What is the campaign proposition for New Orleans is always open?
A: The campaign proposition for New Orleans is always open positions the city as an inclusive and welcoming destination, with a particular emphasis on embracing diversity within the LGBTQ community. New Orleans & Company, through its partnership with 360i, aims to reinforce the city’s identity as a progressive, safe, and inviting space for all travelers. By aligning the brand with the broader cultural movement toward acceptance and equality, the campaign targets socially conscious travelers who prioritize inclusivity, differentiating New Orleans in the competitive travel and leisure market as a leader in open-hearted hospitality.
Q: How does New Orleans is always open rank in Clapboard's archive?
A: In Clapboard’s global ad archive, New Orleans is always open holds a Clapboard Campaign Score of 66/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the hospitality and tourism sector.
Q: Who are the competitors in New Orleans & Company's category?
A: Within the travel and leisure category, New Orleans & Company competes with destinations such as Visit San Antonio, which highlights its blend of rich cultural heritage and modern attractions; Visit Miami, known for its luxury, diverse cultural influences, and international appeal; Visit Orlando, which markets itself as the premier family vacation destination with world-class entertainment; Las Vegas Convention and Visitors Authority, positioning Las Vegas as the entertainment capital for both leisure and business travelers; and Visit Austin, which emphasizes creativity, live music, and a tech-savvy, entrepreneurial spirit to attract younger and business-focused audiences.
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