CONTEXT
Gulf South was a late entrant HMO facing formidable national competitors in its local market of Baton Rouge, Louisiana.

STRATEGY
Exploit hometown roots in the corporate identity, positioning line, sales materials and communications.

EXECUTION
Logo design reflects the Mississippi River and identifies the Plan’s service area. Together with the positioning line, it stakes claim to Gulf South’s non-carpetbagger status. Materials feature images of local scenes by C. C. Lockwood, a National Geographic photographer and local celebrity. Ads solicited home movies from local families, which were incorporated into TV spots. Low cost, high impact.