The Bayou State Takes Over The Big Apple with Two Back-to-Back Culinary Events
Louisiana Office of Tourism
Earned Media + Public Relations
Client since 2024
To reach travel media and consumers in memorable way, Explore Louisiana and BVK took over New York City with two back-to-back foodie forward events. BVK planned and executed a 400-person consumer event, an intimate media dinner honoring a legendary Louisiana chef and pitched and executed a national
broadcast opportunity over the course of one week.
How It’s Relevant
- Food is a major factor in travel decisions; according to Hilton Hotels, approximately 1 in 5 travelers now book trips specifically for food experiences, with younger generations like Gen Z and Millennials being significantly more likely to do so.
- These events, strategically concepted for the #1 foodie destination in the United States in conjunction with Explore Louisiana’s 2025 “Year of Food”, were. developed to underscore why Louisiana is a must visit foodie destination among consumers and media representatives.
End Goal
Encourage travel to Louisiana by showcasing the cuisine and culture that travelers can expect. The secondary goal was to create relationships with top-tier media who cover travel and tourism, food and lifestyle beats for consideration in future editorial coverage driving tourism to the state.
What We Did
- Planned and executed a sold out 400-person consumer event at Chelsea Market on Tuesday, October 28, 2025, where 11 of the state’s top chefs showcased Louisiana’s culinary scene.
- Worked cross-functionally with internal and external agency partners to create a successful event where BVK transformed a blank space to a lively Cajun inspired event, complete with extraordinary food, branded photo opportunities, a photo booth, mardi gras beads, live music and a second line band.
- Developed all event creative, including branding identity, OOH media assets, social media, onsite collateral, the event website and more
- Executed an influencer program with three paid content creators to advertise the event, execute a ticket giveaway and attend the event to create content. We also invited a select group of leading NYC based travel and lifestyle influencers to partake in the event and network with Louisiana representatives and learn why the state is a leading foodie destination.
- Created and executed an intimate media dinner at the James Beard House on Wednesday, October 29th honoring the legendary career of Chef John Folse.
- BVK contracted three outstanding chefs to prepare a 6-course dinner for writers and editors from top-tier
media outlets, Louisiana parish representatives and the Lieutenant Governor of Louisiana Billy Nungesser. - Deployed an integrated media relations strategy to raise awareness of both events and highlight the states culinary offerings.
