Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Louisiana is home to one of the largest Mardi Gras Celebrations in the world. When traveling in 2018 for the Mardi Gras Feed Your Soul brand activation, our team noticed that Southwest Airlines airport gates across the country were celebrating Mardi Gras. This was the AHA! moment that revealed the opportunity for the Louisiana Travel + Southwest Airlines Mardi Gras Partnership. Our objectives were to target travelers on the largest domestic airline carrier (over 13M passengers monthly) and expose the Louisiana Travel Feed Your Soul brand and Mardi Gras experience to a highly qualified audience via print, digital and in-person partnership activation. Based on the airline’s passenger data sample of 838,000, Southwest Airlines travelers are 320% more likely to travel domestically 8+ times annually than the average U.S. consumer. Southwest The Magazine enjoys an audience of 6.1M per issue. The partnership was rolled out into three phases. • Phase 1 / included a Louisiana Travel sweepstakes featured in the October 2019 issue of Southwest The Magazine. The winner would receive a trip to New Orleans featuring roundtrip airfare, two nights hotel accommodations, meals, a cooking school experience and attractions admissions. • Phase 2 / included full-page ads in the January and February editions of Southwest The Magazine. Complimentary Louisiana Feed Your Soul branded banner ad in the January edition of Southwest The Magazine’s eNewsletter and the Louisiana’s Mardi Gras experience was prominently featured on the PLAY section of the New Orleans destination page on Southwest WiFi. • Phase 3 / of the partnership was the in-person brand activation. Gate agents and flight attendants in New Orleans’ top feeder cities of Dallas, Houston, Denver, Nashville and Atlanta lead second lines and celebrations adorning passengers with Louisiana Feed Your Soul branded beads and ball caps.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The partnership was a huge success across multiple marketing platforms garnering eNewsletter opt-ins, print, online and in-person brand exposures resulting in overall brand awareness totaling 12,365,724. Southwest The Magazine • Sweepstakes o 12,302 entries o 1,297 Louisiana Travel eNewsletter opt-ins • Full Page Print Ads (January and February 2020) o 6.1M readers (avg. of 14.3 readers per issue) o 12.2M total readership • eNewsletter added value o 102,000 subscribers Mardi Gras Day Activation • 50,000 beads distributed • 125 ball caps distributed

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleLouisiana Travel and Southwest Airlines Mardi Gras Partnership

DivisionPublic Relations - SPECIAL EVENT

CategoryPublic Relations