Ellington

NEW ORLEANS (AP) — The New Orleans Tourism Marketing Corp. is planning a 2013 national campaign built around the theme "Follow Your NOLA."

The Times-Picayune reports the pitch will roll out in its Super Bowl visitors' guide, distributed to travelers coming to New Orleans for the NFL's championship game on Feb. 3 at the Superdome.

The campaign will expand in April with advertising targeted in cities within easy flying or short driving distances.

The campaign ultimately will include a website allowing travelers to research New Orleans entertainment and leisure options in an interactive format.

The New York-based Dentsu America advertising firm is working with local marketers on the campaign. A $3.8 million advertising budget is included.

Mark Romig, president of the corporation, said the message could stand for a few years in its marketing campaigns before being refreshed.

The previous slogan was "You're Different Here," advancing the notion that people can express the more lively sides of their personalities when they visit New Orleans. Other past slogans included "Come Out and Play in New Orleans" and "Live Life," ''Love Life" and "Taste Life."

New Orleans historically has drawn on American and international tourism, and highlighted its Old World charms as a draw.

An estimated 9 million people visit New Orleans each year.