Two years after hurricane Katrina tarnished the state of Louisiana's tourism industry, and two years after running a celebrity-focused campaign thanking the nation and world for their support, research showed that the main issue the average tourist had was an interest in the state's ability to handle them as a visitor. They wondered if the state was open for business, and they wanted to see and hear from local people that it was okay to visit. This campaign addressed those concerns we used local insider celebrities from the state of Louisiana to discuss "their Louisiana," what they love about it, and why visitors needed to come experience it for themselves. This gave the campaign a feeling of immediacy and intimacy, like you were learning little secrets from the locals.