nEw oRlEAns ToURisMMARKETinG CoRPoRATion

DESTINATION TOURISM

Brand RefreshPublic RelationsStrategic PlanningDesktop & Mobile WebsiteTraditional & Digital Media

Peter Mayer // NOTMC Case Study

In the wake of the 2010 BP Deepwater Horizon oil spill, the city’s image suffered. The New Orleans tourism industry needed to offset the negative impact of the oil spill and communicate to potential visitors that the city was still open for business.

+ Change false perceptions about the oil spill’s impact on the city

+ Entice leisure travelers to visit

+ Drive hotel bookings along with incremental room nights

oBJECTiVE

Peter Mayer // NOTMC Case Study

According to research, respondents believed that, out of all the Gulf states, Louisiana was the most affected by the oil spill.

Following the spill, 26% of those who planned to visit had either postponed or cancelled their trips.

APPRoACH

Create a crisis communication plan focused on print-to-mobile integration to target three key audiences:

+ Leisure travelers

+ Group travelers

+ Business meeting planners

Peter Mayer // NOTMC Case Study

sTRATEGY

Print ads with QR codes in national and regional

newspapers set the tone for the campaign.

OIL SPILL RESPONSE PRINT Peter Mayer // NOTMC Case Study

OIL SPILL RESPONSE PRINT Peter Mayer // NOTMC Case Study

OIL SPILL RESPONSE PRINT & MOBILE SITE Peter Mayer // NOTMC Case Study

QR codes sent users to a mobile site for more information and booking.

MOBILE SITE Peter Mayer // NOTMC Case Study

BANNER ADS & LANDING PAGE Peter Mayer // NOTMC Case Study

ToTAl VisiTATion rose by almost 10%, from 7.5 million in 2009 to 8.3 million in 2010

ToTAl VisiToR sPEnDinG rose by 24%, from $4.3 billion in 2009 to $5.3 billion in 2010

REVPAR rose 26.8%, from $48.07 in Q3 of 2009 to $60.97 in Q3 of 2010

HoTEl oCCUPAnCY rose 10.5%, from 51.3% in Q3 of 2009 to 61.8% in Q3 of 2010

AVERAGE DAilY RATE (ADR) rose 5.2%, from $93.70 in Q3 of 2009 to $98.61 in Q3 of 2010

oTA (onlinE TRAVEl AGEnT) BooKinGs rose by 16.5% from 2009 to 2010, exceeding pre-Katrina levels

REsUlTs

Peter Mayer // NOTMC Case Study