Leading up to University Medical Center (UMC) New Orleans’ grand opening, DEVENEY worked with key stakeholders to establish marketing goals and objectives, which included creating an integrated marketing campaign that introduced the new brand to the market and helped maximize positive awareness. We knew television would play a significant role in the launch of the brand, and therefore focused on producing an impactful commercial spot that would resonate among our key targets. Driven by this goal, DEVENEY drafted a script built around UMC New Orleans’ campaign theme, “The Future of Healthcare is Here.”
With the hospital not yet open to the public, DEVENEY took full advantage of the uninterrupted, open floor space. Where most production sets would feature paid extras, hundreds of authentic LSU and Tulane doctors, nurses and medical students were corralled to walk the halls of the exquisite UMC New Orleans campus. Though the hospital was still weeks away from completion, we were able to capture stunning images of the volunteers in what would become their natural setting. The participants brought an authentic feel of amazement and wonder, since for many it was their first time in the new facility. The commercial was shot in two days. LCMC Health’s Vice President, Facilities & Support Services, Scott C. Landry, expressed an eagerness to see the commercial, stating, “It’ll be hard to paint a prettier picture. UMC will never be newer than this.”
The footage of the state-of-the-art facility was breathtaking, but DEVENEY wanted to bring an additional “wow factor” to the mix. Prior to filming, DEVENEY met with a local production studio to concept the idea of UMC New Orleans being “built from the ground up.” Through the use of 3-D mapping, we animated the birth of UMC New Orleans, reconstructing this $1.1 billion health care complex on-screen like a set of building blocks.
The commercial went to air this summer, running for nine weeks with a total of 1,592 spots, reaching approximately 99 percent of all New Orleans women, ages 25-54, an average of 33.8 times. In addition, the commercial boosted employee morale and was well received by the hospital’s board of directors. The messaging was supported by a community splash campaign that included outdoor advertising tactics, such as bus wraps, streetcars, pole banners and billboards. DEVENEY’s media relations efforts garnered over 500 media hits, supporting this core message.
The result: a visual and engaging ad that’s an inspiring reminder of the steps New Orleans is taking to become the medical hub of the Gulf South.