SHREVEPORT-BOSSIER TOURISM LEADERS

Independence Bowl, Shreveport-Bossier Sports Commission And Ark-La-Tex Regional Air Service Alliance. Consortium Of Tourism Leaders Create Economic Change For Their Community.

THE CATALYST.

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.

THE WORK.

THE RESULTS.

  • Increased voter support from 23% to 71% support in just five weeks.
  • Hotel 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.
  • Regional Air Service Alliance, Independence Bowl Foundation and Shreveport-Bossier Sports Commission will receive an estimated $600,000 annually from the tax.
  • Secure more than 15 local speaking engagements; several translated into live broadcast interviews.

Awards.

Let's take the next steps and

Make It Happen