Introducing New Orleans & Company
May 16th, 2018 was a special day for New Orleans and our Synergy team. We attended the brand launch party of one of the city’s most influential organizations, New Orleans & Company, formerly the New Orleans Metropolitan Convention & Visitors Bureau. The tourism marketing organization’s rebrand was the first in six decades and timely as we honored New Orleans’ Tricentennial.
The Meaning Behind the Rebrand
After rousing musical performances from Black Magic Drumline and the Victory Belles, New Orleans & Company President and CEO Stephan Perry revealed the new name and its meaning. “Company” refers to enterprise but also to the city’s warm and hospitable culture. Perry stated, “We believe that our culture is our greatest strength and that the people of New Orleans create that culture.” The inclusive rebrand aims to represent the city’s residents, thousands of tourism industry employees and visitors.
Following the announcement of New Orleans & Company’s new brand, we took to the streets for a celebratory second line. We paraded our way through the French Quarter to the sounds of the Young PinStripe Brass Band. We danced alongside Mardi Gras Indians and almost bumped into stilt-walkers as we waved our New Orleans & Company handkerchiefs. The festivities concluded at the Steamboat Natchez with a champagne toast alongside the Mississippi River.
After the event we mused about why New Orleans is so alluring to visitors from around the globe. We realized that in today’s independent, fast-paced world, our “Do Whatcha Wanna” lifestyle brings people together (Rebirth Brass Band, 1997). At the launch party, Gregory Rusovich, CEO Transoceanic Development and New Orleans & Company’s 2018 Chairman of the Board explained that “New Orleans is the most authentic city in the world because of our unique culture. That’s the reason why millions visit each year.” And as Perry emphasized, culture exists because of the people. So in honor of New Orleans’ 300th birthday, we celebrate New Orleans & Company and the citizens who made this city great in the past, present and future.