When the Gulf Coast was in deep water, we came to the rescue.
On April 20, 2010, the explosion of the Deepwater Horizon oil rig in the Gulf of Mexico led to a gushing oil leak that threatened the economy, environment and culture of Louisiana and the Gulf Coast. By July 15, the leak was capped, but the polluted perceptions continued to decimate Louisiana’s $9.4 billion tourism industry.
THE GAME PLAN.
DEVENEY developed and implemented Louisiana Office of Tourism’s response to the crisis. Concerns spanned safety, economic impact, threat to tourism and false perceptions. From reactive to proactive, positive media relations and strategic partnerships and events, DEVENEY successfully re-established the state as a leading destination.
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1,991 to 1 ROI.
667.5 million impressions.
Hotels boasted a nearly 13% increase in occupancy in 2010 compared with 2009.
Unified the tourism industry, bringing together 1,100 partners and stakeholders, ensuring messaging and efforts were aligned.
LouisianaTravel.com was revised and used as an online media center.
Conducted three major perception studies, which informed the strategy.
Recruited 86 individuals to the Experts Bureau, advancing the campaign through their position.
2011 IABC, Gold Quill, Award of Excellence
2011 PRSA, Anvil, Crisis Communication