Visit Baton Rouge launches ‘Land of Eaux’ tourism campaign to capitalize on LSU football success

BR officials plan to capitalize on success of Tiger football

BATON ROUGE, La. (WAFB) - In an effort to capitalize on the LSU football team’s success, Visit Baton Rouge has launched a new ad campaign meant to lure Tiger fans to the capital city ahead of the championship game in New Orleans.

The “Land of Eaux” campaign is running on print and digital platforms in communities with a large population of alumni, as well as LSU’s newest fan base in southeast Ohio. Two billboards near quarterback Joe Burrow’s hometown entice “Ohieaux” Tiger fans to visit Baton Rouge and have already net 1.5 million impressions.

“The term ‘Baton Rouge’ is used in every game," Visit Baton Rouge CEO Paul Arrigo said. “I think LSU is America’s team this year.”

Arrigo says he expects Baton Rouge will make more money from out-of-towners because LSU is in the game than it would have had the Tigers lost to Oklahoma in the Peach Bowl. He says LSU alum and fans are more comfortable staying in Baton Rouge and driving to New Orleans on game day because they’re familiar with the territory.

“They know Baton Rouge,” he said. “They recognize they can stay here and it will be considerably more affordable.”

The ad campaign will continue through game day on Jan. 13, 2020, and Visit Baton Rouge has partnered with alumni coordinators to ensure alums know Baton Rouge is a cheap option for the championship weekend.


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