Economic development officials are using the Super Bowl spotlight to rebrand Louisiana

With the underdog New Orleans Saints making it to the Super Bowl, Louisiana Economic Development officials are taking advantage of the spotlight to tell the story that Louisiana is also ascendant.

Stephen Moret"What’s really great for our state is that there’s a halo effect. They’re thinking about the Saints in a new light, and they’re thinking about Louisiana in a new light," said Stephen Moret, secretary of economic development.

Rather than courting Corporate America, state economic development officials see the Saints’ Super Bowl debut as a powerful start to a long-term rebranding of Louisiana’s image.

For many people around the country, Hurricane Katrina was the last good look they got at New Orleans. The Super Bowl creates a chance to show that the city is strong and rebuilding required of ordinary New Orleanians the same sort of character and teamwork that the Saints display on the field and in their philanthropic efforts.

"It’s that we’re not just back, but we’re better. I think that same sort of concept can be applied to the state as a whole," Moret said. More here.