City of Baton Rouge

The way to rebrand a city is to understand what makes it feel like home to the people who chose it.

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A city with something to prove.

Baton Rouge wasn't losing because it lacked ambition. It was losing because it was letting the wrong things tell its story. Young professionals were ruling it out before it entered the conversation, and leaving without looking back.

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Three letters. One identity.

The same truth kept surfacing: feeling truly known had become increasingly rare. People weren't just looking for opportunity. They were looking for a place to find their people.

Baton Rouge could offer that in a way no other Southern city could. Instead of selling through statistics and rankings, we built the campaign around belonging. BTR became the moniker. Three letters, reframed as civic identity and implicit promise. Better.

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BTR = Baton Rouge.

The work had to let people step into the story, not just hear it. The website was built around life as prospective residents might actually live it. The Neighborhood Finder matched users to neighborhoods based on lifestyle, interests, and priorities, not zip codes, helping them picture where they might actually belong. Documentary-style films, social content, email journeys, and digital advertising carried the story across every stage of the relocation decision. Community activations turned locals into the campaign's most powerful voices.

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Putting Baton Rouge Back in the Conversation.

Email open rates ran two to four times above industry benchmarks. LinkedIn-driven visitors averaged more than 90 seconds on site. 7,200 active users generated nearly 16,000 site views.

1.08M

Campaign Impressions

77%‍

Neighborhood Finder Completion Rate

163‍

Qualified Relocation Inquiries

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