Marketing & Communications

■ GOAL: Increase the number of contacts in the CVB’s travel writer database by at least 10% by Q3 2021.

RESULT: Combined with pitching recovery stories to various national outlets, public relations efforts at both the US Travel Association’s International Pow Wow and the Society of American Travel Writer’s Central States Chapter resulted in a 10% increase in the travel writer database.

■ GOAL: Increase number of visitors to the destination by 5% over 2020.

RESULT: By analyzing STR data, we are able to conclude that this goal was met due to the 35% increase in Occupancy from 50.1% to 67.5%, as well as the 26% increase in average daily rate from $90 to $113.

■ GOAL: Increase the total number of PlayLIST subscribers by 10% over 2020.

RESULT: By the end of 2021, the number of PLAYlistsubscribers grew by 26%, from 27,000 to more than 34,000 subscribers. Key drivers to this increase included advertising campaigns with a sweepstakes component along with the Cajun Christmas in a Box promotion, which garnered 1,675 e-news opt-ins. Moving into 2022, we shifted the focus to increasing the open rate.

■ GOAL: Increase partner logins to the Extranet by 20% by theend of 2021.

RESULT: With an industry-wide staff shortage throughout2021, and a Southwest Louisiana mindset of recovery, the team focused on building community relationships and content creation to support local partners instead of new technology training. Therefore this goal was not met and has been carried into 2022.

■ GOAL: By the beginning of the fourth quarter, migrate andlaunch a freshly redesigned VisitLakeCharles.org website with amobile-first approach.

RESULT: Visit Lake Charles launched a mobile-first approach website near the end of 2021. The website has a fresh look that complements the playful branding elements which enhance the idea of Southwest Louisiana as Louisiana’s Playground.

BRAND EVOLUTION

The Visit Lake Charles Louisiana’s Playground brand evolved in 2021 to have a more holistic approach with single hero images showcasing aspirational messages such as “Live It Up” and “Soak it Up” with the sky having prominence to represent the idea of being uplifting while reinforcing the juxtaposition of experiences in Louisiana’s Playground. Whether you want to Live It Up, Party It Up, Play It Up, or Eat It Up, it’s time to schedule a Playdate in Louisiana’s Playground! It’s a positive message, and the Visit Lake Charles team has worked to bring heightened creativity into the marketplace with a new Visit Lake Charles website and inspirational campaign to encourage travel in 2022.