Emile the Crawfish
The new mascot for New Orleans tourism.
The Problem
New Orleans has been a staple tourist destination since the 1800s, but due to pandemic after-effects and high crime rates, travelers are apprehensive to visit the “Big Easy.” How can the New Orleans Tourism Board show the world that New Orleans is a great, safe place to vacation?
The Insight
Cute, anthropomorphic mascots evoke loyalty and enthusiasm, which make them great choices for representing a city, as proven by successful Olympic and sports team mascots (think Wally the Green Monster of the Boston Red Sox). A successful mascot must capture the spirit of its associated destination, and when combined with engaging imagery, catchy slogans, and sincere and inclusive language, a mascot can receive worldwide recognition.
The Solution
Meet Emile. Named after the founder of Zatarains, who popularized seafood boil mixes in the 1920s and the first crawfish officially pardoned from boiling by the Louisiana Governor, this little crustacean can bring new life to New Orleans through experiential and social media advertising campaigns.
Crawfish have been an integral part of Louisiana history for generations. Dating back to the Houma tribe who revered the crawfish as a symbol of their tribe, the Acadians who ate crawfish out of necessity, the Cajuns who conceived crawfish boils, and the Creole chefs who used French, Spanish, African, and Caribbean influences to bring crawfish to center stage for all New Orleanians, it’s safe to say that crawfish are a widely beloved symbol of the city.
Branding
Social Media Advertising
Emile’s official Instagram account would be the heart of his influence. Featuring photos of Emile popping up around New Orleans, the account would show off local coffee shops, festivals, and restaurant openings. His constant presence throughout the city would leave followers waiting to see where he goes next. Eventually, Emile could expand his following by going cross-country, or even overseas, to engage a whole new segment of international tourists!
Showing off New Orleans’ Best
Engaging Users Across the Country
Attracting Tourists From Around the World
Experiential Advertising Potential
To showcase the experiential advertising potential of this campaign, 6” tall cardboard cutouts of Emile were placed around the Tulane School of Architecture Design Showcase. Guests learned about the Emile the Crawfish campaign and then were encouraged to seek out the Emile “easter eggs” around the showcase to experience the adorableness and effectiveness of Emile firsthand.
