NEW ORLEANS TOURISM MARKETING CORPORATION DESTINATION TOURISM Brand Refresh Public Relations Strategic Planning Desktop & Mobile Website Traditional & Digital Media
Peter Mayer - New Orleans Tourism Marketing Corporation
May 12, 2015
New Orleans Tourism Marketing Corporation | Print, Mobile, QR Codes, Digital Media, Website, Mobile Website, Channel Integration, Connection Planning
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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
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