New Orleans Tourism Marketing Corp.

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.

Local advertising agencies that held the New Orleans Tourism Marketing Corp. contract for more than a decade failed to win a new deal with the tourism promotion organization.

The Times-Picayune reports ( the work will go to a New York company.

The marketing corporation's board voted unanimously Tuesday to hire Dentsu America as its advertising agency of record. Dentsu will work with a local company, Spears Consulting Group.