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Kristian Sonnier Director of Public Relations

Kristian Sonnier Director of Public Relations. P E T E R M A Y E R A D V E R T I S I N G , N E W O R L E A N S. HURRICANE KATRINA + LOUISIANA TOURISM

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Kristian Sonnier Director of Public Relations

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  1. Kristian Sonnier Director of Public Relations P E T E R M A Y E R A D V E R T I S I N G , N E W O R L E A N S

  2. HURRICANE KATRINA + LOUISIANA TOURISM >> How Hurricane Katrina, research and public attitudes heavily influenced the design and strategy of Louisiana's tourism marketing campaigns. Association for Conservation Information Conference 2009 3

  3. 2005 LOUISIANA TOURISM >> Our charge this year was to highlight Louisiana’s“authentic culture.”>> Louisiana is a vacation destination that offers a variety of cultural heritage & eco-cultural experiences you can’t get anywhere else. (We’re authentic, unlike a Disney theme park.) “Louisiana oozes culture.”>> 2005 was shaping up to be another record year for Louisiana tourism. Association for Conservation Information Conference 2009 4

  4. 2005 LOUISIANA TOURISM >> We targeted “culture seekers” and “nature lovers” who are interested in: Cajun, Creole and Indigenous peoples’ heritage / cultural institutions / museums and galleries / design and architecture / folk and traditional art / literature and publishing / music and nightlife / archeology / culinary arts / eco-cultural tourism Association for Conservation Information Conference 2009 5

  5. AUG 2005 KATRINA HITS Association for Conservation Information Conference 2009 14

  6. AUG 2005 KATRINA HITS >> Peter Mayer Advertising has an emergency plan.>> We open 2 temporary offices in Baton Rouge LAand Monroe LA.>> After a few weeks, with permission, we are ableto get into the city to retrieve computers, files,office equipment, etc… Association for Conservation Information Conference 2009 16

  7. SEPT 2005 KATRINA HITS ISSUES WE FACED:>> The public is being bombarded with images of an unprecedented disaster.>> In-state, some areas were unsafe and inaccessible.>> Out-of-state, the national media created the impression that Louisiana was devastated, had no viable tourist attractions and was closed for business. Association for Conservation Information Conference 2009 17

  8. Phase 1 Public Relations Centralized PR team in Shreveport Strategized with Florida state tourism communicators Created daily news digest - distributed to industry leaders and dispelled rumors Deflected negative news by pitching “hero” stories

  9. SEPT 2005 RESEARCH PEOPLE THOUGHT:>> … Louisiana was not open for business. >> … hotel options were limited and hotel prices were high. >> … some areas were still under water. >> … some areas were unsafe. >> … concern about future hurricanes/bad weather. >> … New Orleans, a primary vacation destination, was damaged. >> … there were better values elsewhere. Association for Conservation Information Conference 2009 19

  10. SEPT 2005 • REBIRTH PLAN • >> We worked with the state to build the “Rebirth Plan.” • 1) Communicate to in-state and out-of-state tourists that the state (not New Orleans) is open for business.2)Create a positive perception of Louisiana as a desirable vacation destination.3) Restore tourists visitation and spending toPre-Katrina/Rita levels. Association for Conservation Information Conference 2009 20

  11. SEPT 2005 REBIRTH PLAN Phase1 In-State Advertising “Your Own” >> Ads encouraged residents to rediscover areas within the state. This strategy allowed for day trips, not far from home, or overnight stays with friends and relatives. This was the first critical step to helping sites and attractions generate revenue immediately following the hurricanes. Association for Conservation Information Conference 2009 21

  12. OCT/NOV 2005 REBIRTH PLAN Phase2 In-State Advertising “Fall In Love” >> Once additional hotel rooms became available, messaging invited visitors to “Fall In Love With Louisiana All Over Again” – a message we knew through research would resonate with our audience. It also helped to maintain top-of-mind awareness during this transition period. Association for Conservation Information Conference 2009 25

  13. Phase 2 Public Relations Continued daily news digest - distributed to industry leaders and dispelled rumors Continued deflecting negative news by pitching “hero” stories Unified LA’s travel industry to speak with one voice Established media center in New Orleans Encouraged imbedded media to tell the story of what was undamaged statewide

  14. EARLY 2006 REBIRTH PLAN Phase3 Out-Of-State Advertising “Fall In Love - Celeb” >> By 2006, although a year had passed since the hurricanes, consumers’ lack of knowledge continued to hurt the tourism industry. Many believed that the state was not fully functioning, and as a result felt that there were better values elsewhere. Due to Louisiana’s poor national perception, our messaging needed an edge to get noticed. Association for Conservation Information Conference 2009 30

  15. EARLY 2006 REBIRTH PLAN Phase3 Out-Of-State Advertising “Fall In Love - Celeb” >> National celebrities from Louisiana were used to achieve stopping power, extend visibility and give assurance that Louisiana was still a great vacation destination. Celebritiesalso captured the attention of fans and served as credible,third-party spokespersons. Association for Conservation Information Conference 2009 31

  16. 2006 REBIRTH PLAN Phase3 Out-Of-State Advertising “Fall In Love - Celeb” >> The design: portraits in Louisiana with a travel postcard theme. The postcard are a personal invitation for travelers to come experience, and again fall in love with, Louisiana. John Goodman / Emeril Lagasse / Patricia Clarkson Wynton Marsalis / Tim McGraw / George RodrigueAllen Toussaint / David Toms Association for Conservation Information Conference 2009 32

  17. Phase 3 Public Relations Continued daily news digest - distributed to industry leaders and dispelled rumors Continued deflecting negative news by pitching “hero” stories Continued speaking with one voice Continued encouraging imbedded media to tell the story of what was working statewide

  18. Phase 3 Public Relations Reported accurate damage assessments to media Pitched media on day trips to undamaged areas of state Pitched one-on-one interviews with rebuilding spokespeople Leveraged Mardi Gras 2006 as proof that we could still host a great celebration Leveraged New Orleans Jazz Festival as proof that are culture was still intact Leveraged Superdome re-opening to show that we were able to rebuild our iconic buildings and host NFL games

  19. 2006 STATE PARKS >> Refresh state parks materials to reflect our currentad campaign.>> In a subtle way, reinforce the message of“Come Fall In Love With Louisiana” through graphics and layout styles.>> Show a unified network of state parks with cohesive branding and materials. Association for Conservation Information Conference 2009 44

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