Marketing During a Crisis

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Marketing During a Crisis

  1. 1. Marketing during a Crisis How advertising helped save the day VISITPENSACOLAPensacola Beach • Perdido Key
  2. 2. VISITPENSACOLAPensacola Beach • Perdido Key
  3. 3. "Pensacola,  the  western  gate  to  the  Sunshine  State,  where  thousands  live  the  way  millions  wish  they  could,  where  the  warmth  of  our  community  comes  not  only  from  Gods  good  sunshine,  but  from  the  hearts  of  the  people  who  live  here.  Welcome  to  Pensacola,  Americas  first  place  city  and  the  place  where  America  began." Vince  Whibbs
  4. 4. Oldest City in the United States • 1559 - Don Tristan DeLuna • First Mass in the United States • City of Five Flags
  5. 5. • Cradle of Naval Aviation• U.S. Navy Blue Angels• National Flight Academy
  6. 6. Visit Pensacola Deepwater Horizon Crisis Response July 12 BP rejects Florida’s request for October 15 additional $50m to Three-day “DeLuna Fest” April 2011 promote tourism supported with $300k from Coastal Living Magazine: TDC, including $50k from BP “Dream Town: Pensacola” 4+July 2 pages of all things Pensacola! Mid-August“Oil Impact August $700k American Express 2010 Lodging Revenues March 2011Notices” posted Escambia County voucher program October up 15.8% Mid-July Escambiaon Escambia receives $1.3m in BP implemented, supported September 1 November up 5% “Explore the Many County receivesCounty beaches money through the by $300k ad campaign Lodging revenue up 17%, 2011 Lodging Revenues Sides of Pensacola” December up 18% $615k from BP TV ad campaign Northwest Florida first increase since May January up 11% to replace lost Tourism Council lodging revenue 2010 2011 July August September October - December JAN FEB MAR APR July 4 February 2011 Some beach businesses August 4 Deep cleaning April 18, 2011 report losses of 50-80 Well achieves “static September 19 of beaches Escambia County percent on what is condition” significantly Relief well completed. complete receives $4.4m in Mid-August traditionally the most slowing oil leakage Well declared BP money Escambia County lucrative tourism revenue drops 11.31% “effectively dead” weekend of the year from 2009, least decline 2011 of any coastal county PR team makes visits to January 2011 Atlanta, Chicago and July 19 Team continues clean- New York Clean and Fun up updates on Curious YouTube video About Our Coast blog 2011 Local chefs selected to showcase Gulf Coast seafood at James Beard House
  7. 7. Spring 2010 Life is good.....
  8. 8. April 20th - 9:45 p.m.
  9. 9. Oil Spill Update hot button posted on VisitPensacola.com staff at VIC and area hotels May 1 Visit Pensacola Deepwater Horizon Crisis Response Visit Pensacola begins daily updates on Facebook, Twitter Mid-May Early May October 2009/April 2010 Visit Pensac May 1 Talking points citing trusted Rising lodging revenues answers mo sources developed for front desk Oil Spill Update hot button staff at VIC and area hotels and strong advance May 7 from media posted on VisitPensacola.com June 4 booking lead to optimism “Coast Is Clear” Visits to VisitPensacola.com reach globe, inclu May 1Visit Pensacola begins daily about upcoming tourism 8,000, an all-time daily record Internet campaign Press, Finandates on Facebook, Twitter season April 30 June 3 initiated Street Journ Gov. Crist asks BP for Month Escambia $50m for additional County NBC VisitPensa Nightl Mid-May EOC activated preparedness efforts up 54% o/April 2010 Visit Pensacola PR team revenuesvanceo optimism May 7 “Coast Is Clear” April 2010 answers more than 100 calls from media across the May 25 May globe, including Associated June 20ng tourism Internet campaign Gov. Crist announces $25m Press, Financial Times, Wall “Curious About Our April 30 initiated Street Journal, 0 2 1 2 2 2 MSNBC, 23 2from2 5 to2promote beach 2 9 4 BP 6 2 7 2 8 tourism,Escambia County 3 0 1 2 3 4 5June 11 8 9 1 0 1 1 1 2 6 7 1 Coast” campaign 6 3 14 15 1 17 18 Escambia County NBC Nightly News and CNN MSNBC’s “Morning initiated EOC activated receives $1.4m Joe” broadcast live from Pensacola Beach 2010 May June2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 Mid-May 7 24 25 26 2 May 4 Visitors beg June 2 BP promises to cancel April 22 Northwest Florida June 23 Mid-May First oil appears on reservations May 4 Visitors begin Deepwater Horizon closed to fishing $25 million to 10 waters BP promises to cancel sinks Florida toward detected insideMay 9Pensacola Beach. “Health June Oil advisory” issued for 22 May 19pwater Horizon $25 million to reservations Oil reaches clean-up efforts Pensacola Bay Perdido Key and portions Tar balls reported on Florida toward May 9 Louisiana mainland of Pensacola Beach. clean-up efforts Tar balls reported on Dauphin Island, Alabama Month of June June 24 Dauphin Island, Alabama 14,000 articles mentioning the Pensacola Bay May 6 Photograph of May 6 June 4 Area and the oil spill run in the media beaches appea Oil sheen detected off Early May First tar ballsOil sheen detected off reported Early May page 1A of Pen Chandeleur Islands Visit Pensacola assembles on Pensacola Beach. Chandeleur Islands crisis communications team Gov. Crist requests $100m Visit Pensacola assembles News Journal ( is reprinted in m of hoteliers, fishing boat from BP for clean-up crisis communications team than 120 news captains, restaurateurs and of hoteliers, fishing boat across the U.S.Horizon other industry officials April 20 captains, restaurateurs and Deepwater Horizon other industry officials explodes
  10. 10. Visit Pensacola Deepwater Horizon Cris Visit Pensacola Deepwater Horizon Crisis Response Early May May 1 Talking points citing trusted Early May Oil Spillpoints citing trusted Update hot button sources developed for front desk May 1 Talking staff at VIC and area hotels posted on developed for front desk sources VisitPensacola.com June 4 Oil Spill Update hot button posted on VisitPensacola.com staff at VIC and area hotels June 4 Visits to VisitPens May 1 Visits to VisitPensacola.com reach 8,000, an all-time May 1 Visit Pensacola begins daily 8,000, an all-time daily recordVisit Pensacola begins daily updates on Facebook, Twitter June 3dates on Facebook, Twitter June 3 Gov. Crist asks BP for Gov. Crist asks BP for Month additional $50m for additional $50m for VisitPensa Mid-May Mid-May efforts preparedness preparedness efforts up 54% o/April 2010 October 2009/April 2010 Visit Pensacola PR team Visit Pensacola PR team revenues Rising lodging revenues answers more than 100 callsvance answers more than 100 calls and strong advance May 7 from media across theo optimism May 7 May 25 from media across the “Coast Is Clear” globe, including Associated May 25 June 20ng tourism booking lead to optimismInternet campaign “Coast Is Clear” Gov. Crist announces including Associated globe, $25m Press, Financial Times, Wall Gov. Crist announces $25m “Curious About Our about upcoming tourism initiated April 30 Street Journal,Internet campaign MSNBC, from BP to promote beach Press, Financial Times, Wall June 11 Coast” campaign season Escambia County April 30 initiated NBC Nightly News and CNN tourism,Escambia County Street Journal, MSNBC, MSNBC’sBP to promote beach initiated from “Morning EOC activated receives $1.4m tourism,Escambia County Joe” broadcast live Escambia County NBC Nightly News and CNN receives $1.4m from Pensacola Beach 2010 May EOC activated June April 2010 May23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 June 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 June 2 Northwest Florida June 23 Mid-May First oil appears on Visitors begin waters closed to fishing May 4 June 10 Pensacola June 2 Beach. “Health BP promises to cancel advisory” issued for 22 May 19 Oil detected inside $25 million to reservations Mid-May Pensacola Bay Northwest Florida Perdido Key and portionspwater Horizon Oil reaches Florida toward May 9 Louisiana mainland Visitors begin waters closedof Pensacola Beach. to fishing clean-up efforts May 4 Ju Tar balls reported on to cancel April 22 BP promises May 19 Month of June June 24 O Dauphin Island, Alabama reservations Deepwater Horizon $25 million to 14,000 articles mentioning the Pensacola Bay Oil reaches and the oil spill run in the media Photograph Pe of May 6 June 4 Area sinks Florida toward May 9 Louisiana mainland beaches appea Oil sheen detected off Early May First tar balls reported Chandeleur Islands clean-up efforts Tar balls reported on on Pensacola Beach. page 1A of Pen Visit Pensacola assembles News Journal ( Month of Ju crisis communications team Gov. Crist requests $100m Dauphin Island, Alabama is reprinted in m of hoteliers, fishing boat from BP for clean-up 14,000 artic than 120 news captains, restaurateurs and May 6 June 4 Area and th across the U.S.Horizon Oil sheen detected off other industry officials Early May First tar balls reported Chandeleur Islands Visit Pensacola assembles on Pensacola Beach. crisis communications team Gov. Crist requests $100m of hoteliers, fishing boat from BP for clean-up April 20 captains, restaurateurs and Deepwater Horizon other industry officials explodes
  11. 11. Spot Market Television Markets: Houston, Dallas, New Orleans, Baton Rouge, Birmingham, Huntsville, Atlanta, Nashville,Chicago, Indianapolis, Little Rock, Washington DC
  12. 12. National Television
  13. 13. Internet advertising
  14. 14. Local MediaInvite-A-Friend• Newspaper• Print• Radio• Internet• Digital Outdoor
  15. 15. VISITPENSACOLAPensacola Beach • Perdido Key
  16. 16. pwater Horizon Crisis Response Visit Pensacola Deepwater Horizon Crisis Response Early May May 1 Talking points citing trusted Oil Spill Update hot button sources developed for front desk staff at VIC and area hotels posted on VisitPensacola.com June 4 June 4 Visits to VisitPensacola.com reach Visits to VisitPensacola.com reach May 1 8,000, an all-time daily recordVisit Pensacola begins daily 8,000, an all-time daily recorddates on Facebook, Twitter June 3 June 3 Gov. Crist asks BP for June 30 Month Gov. Crist asks BP for additional $50m for Monthly visits to VisitPensa additional $50m for Mid-May preparedness efforts VisitPensacola.com up 54% o/April 2010 Visit Pensacola PR team revenues preparedness efforts up 54% over 2009 answers more than 100 callseamvance May 7 from media across the100 callso optimism “Coast Is Clear” May 25 globe, including Associated June 20ng tourism Gov. Crist announces $25mhe Internet campaign Press, Financial Times, Wall “Curious About Our May 30 April 25 initiated from BP to promote beach June 11 ociated Street Journal, MSNBC, June 20 tourism,Escambia County Coast” campaign Gov. Crist announces $25m MSNBC’s “Morning es, Wall Escambia County NBC Nightly News and CNN receives $1.4m“Curious About Our initiated EOC activated to promote beach from BP June 11 Joe” broadcast liveNBC, Coast” campaign from Pensacola Beach tourism,Escambia County 2010and CNN receives $1.4m May MSNBC’s “Morning Joe” broadcast live initiated June from Pensacola Beach June23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2June 2 2 4 2 5 2 6 2 7 2 8 2 9 3 0 23 June 23 Mid-May Northwest Florida waters closed to fishing First oil appears on May 4 Visitors begin Pensacola Beach. “Health June 10 BP promises to cancel advisory” issued for 22 May 19 Oil detected inside $25 million to June 2 reservations Perdido Key and portionspwater Horizon Oil reaches June 23 Pensacola Bay Northwest Florida Florida toward May 9 Louisiana mainland of Pensacola Beach. waters closed to fishing reported on clean-up efforts First oil appears on Tar balls Dauphin Island, Alabama June 10 Pensacola Beach. “Health Month of June June 2419 Oil detected inside advisory” issued for 14,000 articles mentioning the Pensacola Bay Photograph of May 6 June 4 Area and the oil spill run in the mediaaches Pensacola Bay Perdido Key and portions First tar balls reported beaches appea Oil sheen detected off Early Mayana mainland of Pensacola Beach. Beach. page 1A of Pen Chandeleur Islands Visit Pensacola assembles on Pensacola News Journal ( crisis communications Month of June team Gov. Crist requests $100m is reprinted in m of hoteliers, fishing boat from BP for clean-up 24 June than 120 news 14,000 articles mentioning the Pensacola Bay captains, restaurateurs and Photograph of oil on across the U.S. Horizon June 4 other industry officials Area and the oil spill run in the media beaches appears on First tar balls reported page 1A of Pensacola on Pensacola Beach. News Journal (Photo Gov. Crist requests $100m is reprinted in more from BP for clean-up than 120 newspapers across the U.S.)
  17. 17. VISITPENSACOLAPensacola Beach • Perdido Key
  18. 18. VISITPENSACOLAPensacola Beach • Perdido Key
  19. 19. pwater Horizon Crisis Response Visit Pensacola Deepwater Horizon Crisis Response Early May May 1 Talking points citing trusted Oil Spill Update hot button sources developed for front desk staff at VIC and area hotels posted on VisitPensacola.com June 4 June 4 Visits to VisitPensacola.com reach Visits to VisitPensacola.com reach May 1 8,000, an all-time daily recordVisit Pensacola begins daily 8,000, an all-time daily recorddates on Facebook, Twitter June 3 June 3 Gov. Crist asks BP for June 30 Month Gov. Crist asks BP for additional $50m for Monthly visits to VisitPensa additional $50m for Mid-May preparedness efforts VisitPensacola.com up 54% o/April 2010 Visit Pensacola PR team revenues preparedness efforts up 54% over 2009 answers more than 100 callseamvance May 7 from media across the100 callso optimism “Coast Is Clear” May 25 globe, including Associated June 20ng tourism Gov. Crist announces $25mhe Internet campaign Press, Financial Times, Wall “Curious About Our May 30 April 25 initiated from BP to promote beach June 11 ociated Street Journal, MSNBC, June 20 tourism,Escambia County Coast” campaign Gov. Crist announces $25m MSNBC’s “Morning es, Wall Escambia County NBC Nightly News and CNN receives $1.4m“Curious About Our initiated EOC activated to promote beach from BP June 11 Joe” broadcast liveNBC, Coast” campaign from Pensacola Beach tourism,Escambia County 2010and CNN receives $1.4m May MSNBC’s “Morning Joe” broadcast live initiated June from Pensacola Beach June23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2June 2 2 4 2 5 2 6 2 7 2 8 2 9 3 0 23 June 23 Mid-May Northwest Florida waters closed to fishing First oil appears on May 4 Visitors begin Pensacola Beach. “Health June 10 BP promises to cancel advisory” issued for 22 May 19 Oil detected inside $25 million to June 2 reservations Perdido Key and portionspwater Horizon Oil reaches June 23 Pensacola Bay Northwest Florida Florida toward May 9 Louisiana mainland of Pensacola Beach. waters closed to fishing reported on clean-up efforts First oil appears on Tar balls Dauphin Island, Alabama June 10 Pensacola Beach. “Health Month of June June 2419 Oil detected inside advisory” issued for 14,000 articles mentioning the Pensacola Bay Photograph of May 6 June 4 Area and the oil spill run in the mediaaches Pensacola Bay Perdido Key and portions First tar balls reported beaches appea Oil sheen detected off Early Mayana mainland of Pensacola Beach. Beach. page 1A of Pen Chandeleur Islands Visit Pensacola assembles on Pensacola News Journal ( crisis communications Month of June team Gov. Crist requests $100m is reprinted in m of hoteliers, fishing boat from BP for clean-up 24 June than 120 news 14,000 articles mentioning the Pensacola Bay captains, restaurateurs and Photograph of oil on across the U.S. Horizon June 4 other industry officials Area and the oil spill run in the media beaches appears on First tar balls reported page 1A of Pensacola on Pensacola Beach. News Journal (Photo Gov. Crist requests $100m is reprinted in more from BP for clean-up than 120 newspapers across the U.S.)
  20. 20. Visit Pensacola Deepwater Horizon Crisis Response Early May May 1 Talking points citing trusted Oil Spill Update hot button sources developed for front desk posted on VisitPensacola.com staff at VIC and area hotels June 4 Visits to VisitPensacola.com reach 15000 May 1Visit Pensacola begins daily 8,000, an all-time daily recorddates on Facebook, Twitter June 3 Gov. Crist asks BP for Month additional $50m for VisitPensa Mid-May preparedness efforts up 54% o/April 2010 Visit Pensacola PR team revenuesvance 11250 May 7 answers more than 100 calls from media across theo optimism “Coast Is Clear” May 25 globe, including Associated June 20ng tourism Internet campaign Gov. Crist announces $25m Press, Financial Times, Wall “Curious About Our April 30 initiated from BP to promote beach June 11 Street Journal, MSNBC, Coast” campaign Escambia County tourism,Escambia County MSNBC’s “Morning NBC Nightly News and CNN initiated receives $1.4m Joe” broadcast live 7500 EOC activated from Pensacola Beach 2010 May June23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 3750 June 2 Northwest Florida June 23 Mid-May First oil appears on Visitors begin waters closed to fishing May 4 June 10 Pensacola Beach. “Health BP promises to cancel advisory” issued for 22 May 19 Oil detected inside $25 million to reservations Perdido Key and portionspwater Horizon Oil reaches Pensacola Bay Florida toward May 9 Louisiana mainland of Pensacola Beach. 0 clean-up efforts Tar balls reported on Dauphin Island, Alabama Month of June June 24 April May 6 June August October June 4 December 14,000 articles mentioning the Pensacola Bay Area and the oil spill run in the media Photograph of beaches appea Oil sheen detected off Early May First tar balls reported page 1A of Pen Chandeleur Islands Visit Pensacola assembles on Pensacola Beach. News Journal ( crisis communications team Gov. Crist requests $100m is reprinted in m of hoteliers, fishing boat from BP for clean-up than 120 news captains, restaurateurs and across the U.S.Horizon other industry officials Articles Mentioning Oil Spill and Pensacola Bay Area
  21. 21. Pensacola MarketTravelocity Booking YOY 2010 Jan. +24% Feb. +3% March +22% April +20% May -1.2% June -23%
  22. 22. Visit Pensacola Deepwater Horizon Crisis Response July 12 Early May BP rejects Florida’s May 1 Talking points citing trusted request for Oil Spill Update hot button sources developed for front desk posted on VisitPensacola.com staff at VIC and area hotels additional $50m to June 4 promote tourism Visits to VisitPensacola.com reach May 1 8,000, an all-time daily recordVisit Pensacola begins dailydates on Facebook, Twitter June 3 July 2 Gov. Crist asks BP for Mid-August Month “Oil Impact additional $50m for August VisitPensa $700k American up 54% o Expre Mid-May preparedness efforts/April 2010 Notices” posted Visit Pensacola PR team Escambia County voucher program revenues on Escambia 100 calls answers more than Mid-Julyvance May 7 from media across the “Explore the Many receives $1.3m in BP implemented, supporteo optimism “Coast Is Clear” County beaches globe, including Associated May 25 money through the by June 20 ad campaign $300kng tourism Internet campaign Press, Financial Times, Wall Sides of Pensacola” Gov. Crist announces $25m “Curious About Our April 30 initiated Street Journal, MSNBC, from BP to promote beach TV ad campaign Northwest Florida June 11 Coast” campaign tourism,Escambia County Escambia County NBC Nightly News and CNN receives $1.4m MSNBC’s “Morning Tourism Council live Joe” broadcast initiated EOC activated 2010 from Pensacola Beach 2010 May June23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 July August June 2 Northwest Florida June 23 Mid-May First oil appears on Visitors begin waters closed to fishing May 4 June 10 Pensacola Beach. “Health BP promises to cancel advisory” issued for Oil detected inside 22pwater Horizon $25 million to July May 19 reservations 4 Oil reaches Pensacola Bay Perdido Key and portions Florida toward May 9 SomeLouisiana mainland beach businesses August 4 of Pensacola Beach. clean-up efforts Tar balls reported on Dauphin Island, Alabama report losses of 50-80 Well achieves “static Month of June June 24 percent on what is condition” significantly 14,000 articles mentioning the Pensacola Bay Photograph of May 6 June 4 Area and the oil spill run in the media Mid-August beaches appea Oil sheen detected off Early May traditionally the most First tar balls reported slowing oil leakage Chandeleur Islands Visit Pensacola assembles on Pensacola Beach. Escambia CountyJournal ( page 1A of Pen lucrative tourism Gov. Crist requests $100m News revenue dropsreprinted in m crisis communications team is 11.31% of hoteliers, fishing boat weekend of the year from BP for clean-up from 2009, least120 news than declin captains, restaurateurs and across the U.S.Horizon other industry officials of any coastal county July 19 Clean and Fun YouTube video
  23. 23. VISITPENSACOLAPensacola Beach • Perdido Key
  24. 24. VISITPENSACOLAPensacola Beach • Perdido Key

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