Feed Your Soul replaces Pick Your Passion, which has been used for the past seven years. Nungesser says the new brand is the culmination of six months of rebranding research and analysis and the goal is to bring visitors who want to be in the moment.
"You're participating in whatever you partake in whether it's zydeco dancing, the music, the culture. You're a participant whenever you're in Louisiana."
Nungesser says the new brand will be rolled out on Mardi Gras Day with branded Louisiana: Feed Your Soul food trucks serving the taste of Louisiana in Atlanta, Houston, Dallas and Washington D-C to potential travelers.
"On Mardi Gras Day, we will be in four cities. We'll have a food truck giving out King Cake, embracing the media in those four areas."