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The Rockit team continues to position Louisiana as a leading destination for film and entertainment. By harnessing authentic storytelling, a revitalized brand, and compelling cinematic visuals, we bring the true impact of Louisiana film industry to life.
The Approach
Repositioning Film Louisiana's messaging was crucial to emphasize its historical significance and leadership in the film industry. We aimed to develop a clear messaging hierarchy that underscored Louisiana's role as a pioneering film hub. This strategic overhaul not only celebrates Louisiana's rich cinematic heritage--which dates back to 1896--but also positions the state as a premier destination for filmmakers, attracting investment and enhancing the state's global profile.
The Challenge
As the first state to offer a film program, Louisiana faced significant challenges when its crucial tax incentives encountered political and industry headwinds. The global slowdown in productions due to the pandemic, compounded by union strikes and a re-examination of state budgets, placed significant strain not just on Louisiana, but on the film industry as a whole.
Recognizing a critical opportunity amid these challenges, Film Louisiana initiated a strategic overhaul to address the outdated perception of its brand and the inconsistencies across its communications, including two disjointed websites. There was also an urgent need to dispel misconceptions among lawmakers and the public about the Louisiana film industry's substantial economic benefits: for example, the film industry offers one of the highest median salaries in the state. This comprehensive realignment was aimed at revitalizing Film Louisiana's presence, strengthening its advocacy for the film industry, and enhancing its engagement with lawmakers, potential film productions, and the general public.
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The Result
The strategic rebranding and marketing efforts for Film Louisiana were instrumental in preserving the Louisiana Motion Picture Production Tax Credit during the 2025 state fiscal session. Our campaign, alongside the efforts of many other organizations, successfully rallied support from key stakeholders and positively shifted public sentiment toward the film industry. Ethan’s video was also awarded Gold at the 46th Annual Telly Awards.
Despite budget cap reductions effective from July 1, 2025, the continued existence of the film tax credit in Louisiana highlights the success of our efforts. Building on this momentum, we are expanding our video series to fully showcase the diverse stories of the people and communities thriving because of the film industry in Louisiana. This ongoing narrative reinforces Louisiana's status as a top destination for film production and underscores the significant economic and cultural benefits the industry brings to our state.
- Coming Soon
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