What does it mean to go above and beyond in the media world? There are a lot of ways that question could be answered.

Is it flashy creative or impeccable copywriting?

Is it nabbing that high profile, celebrity endorsement?

Does it look like guerrilla marketing techniques that surprise and delight?

Or is it a massive, high-impact media buy that splashes your brand across every channel and platform?

At the 2019 Louisiana Travel Association’s Lt. Governor’s Travel Summit, Morgan & Co. President Eric Morgan, along with Visit Baton Rouge client Karron Alford, answered that exact question for destination and travel executives and marketers.

The Lt. Governor’s Travel Summit is the LTA’s largest educational opportunity. The must-attend, annual event features a keynote address from Louisiana’s Lt. Governor, as well as top educational speakers from around the country delivering workshops that address the latest travel and tourism industry trends. Hosted in Baton Rouge, this year’s Lt. Governor’s Travel Summit was the perfect venue to showcase how the Morgan & Co. team successfully challenged the status quo when connecting audiences with the Capital City’s tourism bureau, Visit Baton Rouge.

Anyone in the travel and tourism industry knows that meeting planners are an overly-targeted, elusive audience segment. Couple that with the common challenge of a finite marketing budget and the ability to rise above the noise and get noticed seems tougher than ever. Eric encouraged the audience of tourism media professionals to strive to do more with less in three steps:

1. Stop thinking in terms of media placement or ad buys.
2. Learn everything you can about your audience. Know who they are, what they do, and what they think.
3. Know your media platforms and channels. Many are wide open to new and interesting ideas.

Then, Eric shared the success of Visit Baton Rouge’s media placement in PCMA’s Convene magazine, a publication for event professionals. Instead of getting lost in the clutter with the rest of the full-page, glossy ads, the Morgan & Co. team reached out to the editorial team at Convene to create a one-of-a-kind, two-page spread highlighting the best of what Baton Rouge has to offer.

Read more about this creative use of media placement and check out the case study here. 

In addition to the success of the Visit Baton Rouge media placement, Eric also highlighted other creative uses of non-traditional media to drive results for Morgan & Co. clients.

• A Louisiana Office of Tourism’s Year of Music campaign with media placement in Rolling Stone magazine featuring actionable content

• A print campaign for the Louisiana Office of Tourism that leveraged the voices of others to generate earned media opportunities

• The Touro Baby of the Day campaign to promote The Family Birthing Center at Touro that resulted in content ready for cross-platform use

• A Louisiana Music channel on Pandora internet radio that inspired 43% of listeners to visit LouisianaTravel.com

• Experiential media – like sidewalk chalk, airline tray tables, building wraps and staircase art – for a number of client projects

At the end of the day, the key to a successful campaign – whether traditional or non-traditional – is knowing your audience on an intimate level.

Is your team interested in thinking beyond traditional media elements, doing something a little different from the norm, or stepping away from the same old, same old? Give the team at Morgan & Co. a shout. We’re pros at getting results by knowing your audience and thinking differently.