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The Secret Ingredient–every recipe has one. From fried okra to gumbo to bread pudding, the "Secret Ingredient: Creole to Soul" Media Familiarization Tour took tier one writers and bloggers on an epicurean adventure to take part in the creation of signature Louisiana dishes and to encounter the tradition, cultures, personalities, innovations, and secrets that give Louisiana's food its unique flavor.
Five writers and one photojournalist participated in the tour, which coincided with the ESSENCE MUSIC FESTIVAL®. Participating chefs hosted the journalists either in their kitchens or at the New Orleans School of Cooking and helped create a hands-on interactive experience, culminating in a dinner-party style gathering to enjoy the prepared meal and discuss traditions, recipes, and so on.
Participating restaurants and chefs:
Dooky Chase Restaurant – Leah Chase and Edgar Chase, IV
Willie Mae's Restaurant – Kerry Seaton
Li'l Dizzy's Cafe – Kevin Belton
Two Sister's Kitchen – Doris Finister
Brennan's – Lazone Randolph
Guests on the tour also experienced other sites and activities, such as Zydeco dance lessons at Mid City Rock 'n' Bowl, a tour of the Global Green USA housing project, and concerts at the ESSENCE MUSIC FESTIVAL®.
The following are the results of the tour to date. Note: PR value is estimated using an industry-standard formula that calculates the equivalent cost of paid media. Other inherent advantages of editorial coverage–for instance, that it comes from an objective third-party–are not reflected in the formula.
Black Enterprise
Since 1970, this magazine has been the definitive source of information for and about African American business markets and leaders. It reaches 4.3 million readers each month.
COVERAGE: Two-page editorial in the September 2009 issue with an online article
PR VALUE: $210,000
Nashville Scene
This alternative newsweekly reports and opines on music, arts, entertainment, and local and state politics. It is distributed at restaurants and other high-traffic locations.
COVERAGE: 1 2 3 4 Four-part series of blog posts on the newspaper's website
PR VALUE: $8,379
Nashville Arts Magazine
This publication covers the heart and soul of the arts and artists. It is distributed for free at galleries, bookstores, hotels, and restaurants in Nashville, Chattanooga, Memphis, and other cities in Tennessee as well as Southern Kentucky.
COVERAGE: Article TBD
PR VALUE: Value TBD
Chicago Sun-Times
One of the ten most-read dailies in the nation, this paper reaches over 2.3 million people on a weekly basis.
COVERAGE: 1 2 3 4 5 Five-part series of blog posts on the newspaper's website
PR VALUE: $175,336
SoulofAmerica.com
This website is the pioneer online publisher of black cultural travel information. The site receives millions of impressions each month and has been named the best travel website by the Black Web Awards for the last three years.
COVERAGE: Online article
PR VALUE: $134,750
CuisineNoirMag.com
This unique and entertaining publication is the first food and wine lifestyle magazine for African Americans. It covers both culinary traditions and new cultural experiences.
COVERAGE: Online article
PR VALUE: $21,727
TheRoot.com
A subsidiary of the Washington Post, this daily online magazine is a primary news and lifestyle destination for African Americans and has a highly engaged audience of 1.3 million unique users.
COVERAGE: Article TBD
PR VALUE: Value TBD
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Position Louisiana as a Top 3 national culinary destination
July 1-5, 2009, coinciding with the ESSENCE MUSIC FESTIVAL®
New Orleans
Writers from TheRoot.com, Black Enterprise, Nashville Arts Magazine, Nashville Scene, Chicago Sun-Times, and SoulofAmerica.com
$32,565.36
$550,192 (to date)
Professional photographer Zave Smith came on the tour to provide visiting journalists with current, relevant images to use in their stories. His work will also enhance what's available to LCRT for future marketing efforts.
View the extensive photo gallery.
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