One Acadiana

Finding The ‘Real Cajun’ In South Louisiana.

Louisiana’s Acadiana region was rapidly diversifying and looked to build its competitive identity on a national stage among talent and business executives. DCI created a new place brand strategy that emphasized the region’s strategic location and took a modern twist on its unique place identity.

Services Research Branding & Marketing Strategy

The Challenge

Home to the maker of legendary TABASCO® hot sauce, the nine-parish Acadiana region located midway between New Orleans and Houston was red hot for business. The region has rapidly diversified in recent years with cutting-edge manufacturing and technology companies, but it lacked perception on the national stage among target audiences – talent and business executives.

The Solution

Through perception research, DCI helped One Acadiana – the economic development organization formed out of the Lafayette Chamber of Commerce – understand that Acadiana had no name recognition among its target audiences. With this information, DCI got to work on creating a new destination brand, messaging, and marketing strategy for the Acadiana region.

The Results

“South Louisiana: Real Cajun”

DCI’s creative team developed a successful place branding campaign.
Tagline Flexibility

Adaptability for various place marketing campaigns such as “Real Cajun. Real Business.”
New Brand in Action

The new Real Cajun brand identity came to life on the new South Louisiana website.

The new South Louisiana: Real Cajun place brand immediately identifies where and what the 9-parish region is all about.

Ad concept for One Acadiana using new branding.

DCI created a series of ad concepts to activate the South Louisiana brand.

We recommended mailing this branded box containing one of South Louisiana’s most iconic products to site selectors to emphasize that the region is “red hot” for business.