Shreveport-Bossier Tourism Leaders.
Bowl, Shreveport-Bossier Sports Commission and Ark-La-Tex Regional Air Service
Alliance. Consortium of tourism leaders create economic change for their community.
A coalition of local tourism industry
partners from Bossier and Caddo parishes in Louisiana reached out to DEVENEY
seeking strategic counsel, key message development, proactive social media
campaign and relations planning to help generate support for their Hotel
Occupancy Tax Proposal, which only 67%
of voters had little to no confidence that passing the proposition would
improve economic development.
DEVENEY had five weeks to implement a game-changing campaign.
THE GAME PLAN.
DEVENEY led public opinion research,
conducting baseline research via phone surveys. In order to change the views of
key voters, we recommended the following strategic direction: Create messaging
that can provide clarity and be shared among all stakeholder organizations,
secure speaking opportunities for leadership, and engage core constituents via
social media. From OpEds and a messaging platform to branded digital collateral
shared across social channels, DEVNEY created an integrated campaign that
successfully changed existing law to better serve the tourism industry as the
area’s leading economic driver.
For a closer look, click to enlarge.
voter support from 23% to 71% support in just five weeks.
occupancy tax increased by 1.5% – a tax paid by the overnight guests –
resulting in a $31 million per year economic impact for Northwest Louisiana.
Air Service Alliance, Independence Bowl Foundation and Shreveport-Bossier
Sports Commission will receive an estimated $600,000 annually from the tax.
more than 15 local speaking engagements; several translated into live broadcast