Marketing after a crisis | Kristian Sonnier & Mark Romig | #SoMeT15US New Orleans, USA
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Kristian Sonnier is a communications professional who has specialized in the strategic management of public, media and community relations for the past 21 years. In that time, he has developed deep experience in special event and crisis communications planning and execution. Mark Romig is President and CEO of the New Orleans Tourism Marketing Corporation. They co-presented on marketing after a crisis at #SoMeT15US.
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Marketing after a crisis | Kristian Sonnier & Mark Romig | #SoMeT15US New Orleans, USA
- 1. Rebuilding New Orleans’ Tourism Industry After Hurricane Katrina and the BP Oil Spill Kristian Sonnier New Orleans Convention & Visitors Bureau 1
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- 4. Katrina: Unprecedented Challenges • Take care of staff that had lost everything • Repair millions of dollars in damaged infrastructure • Overcome unprecedented brand impairment • Ensure every client had constant, honest progress reports • Rebuild $2 billion in lost business with virtually no tax base • Plan the resurgence of $5 billion industry that employs 85,000 people and creates 35% of the city’s operating budget 4
- 5. Continued Negative Media Exposure • In New Orleans, Dysfunction Fuels Cycle of Killing - The New York Times, Feb. 5, 2007 • Murder City USA - Anderson Cooper 360, Feb. 8, 2007 • Post-Katrina Crime Shoots Up - ABCNews.com, June 20, 2007 • New Orleans Death Rates on the Rise - USA Today, June 27, 2007 • Why New Orleans Still Isn’t Safe - Time magazine, Aug. 13, 2007 • Killer Bees Descend on New Orleans - MSNBC.com, Sept. 12, 2007 • Not Another Katrina – The Washington Post, Oct. 24, 2007 5
- 6. Forever New Orleans Campaign 6
- 7. Forever New Orleans Campaign 7
- 8. Forever New Orleans Campaign 8
- 9. Forever New Orleans Campaign 9
- 10. Forever New Orleans Campaign 10
- 11. Forever New Orleans Campaign 11
- 12. Forever New Orleans Campaign 12
- 13. Forever New Orleans Campaign 13
- 16. Airplane Tray Table Ads 16
- 17. PR Objectives Restore the image of New Orleans as a premiere leisure and convention destination. • Secure positive media coverage in broadcast, print and online media • Influence the way journalists report on New Orleans • Communicate good news about New Orleans to all audiences • Help market and promote reasons to visit • Create marketing toolkits for internal and external clients • Preserve the New Orleans brand through crisis management, media coverage analysis, photo/video library, key messages and more 17
- 18. Taking the Show on the Road • NY, Chicago, DC, London, Paris, Frankfurt, Los Angeles, San Francisco and Dallas • Positive media coverage reaching millions of potential visitors • Thousands of visitors visit the streetcar in major markets 18
- 19. Seeing Is Believing • More than 700 international journalists hosted in 2007 on customized trips to dispel myths 19
- 20. Positive Media Exposure • Mardi Gras Has Come Back Big - USA Today, Feb. 26, 2007 • Brad Pitt Says He Misses Living in New Orleans – People magazine, May 14, 2007 • Sports Revival Progressing New Orleans – USA Today, Sept. 26, 2007 • New Orleans: Alive and Well and Better Than Ever – Corporate & Incentive Travel magazine, Sept. 2007 • Tourists Return to New Orleans as City Mends - USA Today, Oct. 12, 2007 • Convention-goers’ Big Bucks Return to New Orleans - MSNBC.com, Oct. 18, 2007 • New Orleans Streetcars Roll Again - CNN.com, Nov. 11, 2007 20
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- 24. Perception Survey • 80% believe oil will affect Louisiana for at least two years • 29% who had plans to visit Louisiana have cancelled or postponed their trips • 28% believe that the oil spill is as bad as or worse than the 2005 hurricanes Katrina and Rita • 45% are following the story closely • 48% believe that restaurants that serve Louisiana seafood put customers at risk 24
- 25. BP Oil Spill Challenges • Acknowledge tragedy while communicating its geographic distance from New Orleans • Ease weary customers about yet another booking objection • Overcome concerns of air, water and seafood safety • All while New Orleans was the site of most media reports 25
- 26. Key Messages • New Orleans is 100 miles inland • All of the things that visitors enjoy have been unchanged by the disaster in the Gulf of Mexico • Seafood is safe and is scrutinized and tested by more federal agencies than ever before 26
- 27. BP Public Relations Tactics • $1 million plan in 60 days • Engaged seven agencies, 21-person team of experts • Satellite Media Tours • Social Media • National Media Relations • Multicultural Campaign • Video • Regional PR • Member Toolkits and Resource Guide • Katrina 5th Anniversary 27
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- 32. Results • 22 awards in 2014, T&L America’s Favorite City • Super Bowl 2013, NBA All Star 2008 and 2014 • Record-breaking festival and convention attendance • 2014: 9.52 million visitors • 2013: 9.28 million visitors • 2012: 9.1 million visitors • 2011: 8.75 million visitors • 2010: 8.3 million visitors and number one growing destination in the country • 2009: 7.5 million visitors • 2008: 7.6 million visitors • 2007: 7.1 million visitors • 2006: 3.7 million visitors • Pre-K: 8.5 million visitors 32
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