Why New Orleans Turned to VR for its Latest Tourism Ad

"At the base of the Mississippi Delta is a city that shouldn't exist." By much of the world, New Orleans may be largely characterized by its ceaseless nightlife, flavorful cuisine, and soulful music. But those truly familiar with the city are more likely to define it by its rich history, complex culture and, above all, resilience. It's a place built by communities that turned swampland into a revered summit grounds for Black American music, that rebuilt their home after one of the most devastating natural disasters of our time, Hurricane Katrina. It's that spirit that underscores the new, immersive tourism short film from the City of New Orleans and its creative partner, Dentsu Creative. "New Orleans Plus One" trades in well-worn travel montages of major attraction for a virtual reality tour of the city's deep cultural roots. Viewers with VR headsets can take their own seat at a special dinner that hosts the city's biggest cultural drivers like Chef Isaac Toups, visual artist BMike, and drummer Stanton Moore, to name a few. https://www.youtube.com/watch?app=desktop&v=1U5xjYpoDOs "It was so great to interact with so many New Orleanians from so many different walks of life," Moore told Adweek. "I loved hearing everyone’s different histories and stories. It was wonderful to have so many unique personalities all gathered together at one time." The film oscillates between intimate dinner table conversation to slice-of-life glimpses of New Orleans tastemakers in their individual elements. Moore, who owns celebrated live music venue Tipitina's, plays on a sprawling stage while offering a brief lesson on the origins of the drum set. Contemporary artist Demond Melancon sheds light on the city's Black Indian community and deep First Nation roots. My Nguyen, who is known as the matriarch of the Vietnamese fishing community, offers a look at her day-to-day duties as a shrimper, providing some of the city's world-renowned seafood. Singer Dawn Richard Partners With Palm to Bring More Emerging Tech to New Orleans “We’re showing what’s waiting in New Orleans in the most intimate and unscripted way possible, through the eyes of residents,” said New Orleans + Company CMO Mark Romig in a statement. “And while Bourbon Street and beignets are rightfully some of the first things people think about when they hear New Orleans, we wanted to take people off the beaten path.” “It’s an invitation to gather with our culture bearers—people who carry our city’s heritage as they shape who we are today and make way for those who’ll take us into the future,” added Romig. Why VR? Within the landscape of tourism marketing, "New Orleans Plus One" speaks to today's travel trends, which indicate that travelers seek out experiences that help them better engage with the local communities that they visit. For Dentsu Creative's group creative director and NOLA native Andrew Hunter, the project was an opportunity to introduce travelers to the city's rich history while also establishing it as a place that embraces evolving tech. "'Plus One' uses VR to give tourists and early-adopters unprecedented access to those who give our city its soul," said Hunter. "It pushes beyond the traditional use of the technology to create a narrative about what it means to be inspired by New Orleans' creativity. And it positions the city as an innovation leader in the category." Viewers can experience the film through the VR-equipped YouTube app on their headset. But those without headsets can still enjoy the 360 view online and still get a taste of city. Added Hunter, "Tourists want to rediscover the parts of themselves they lost over the last few years. They’re craving inspiration, which the people of New Orleans ooze in spades."

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Have a Seat at This Enchanting VR Dinner Party Featuring New Orleans' Culture Bearers

The city and Dentsu Creative share why virtual reality was essential for this tourism work

Shannon Miller

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Shannon Miller