2005-2013 RESIL IENCE

RECOVERY

RESURGENCE

NEW ORLEANS TOURISM

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Hurricane Katrina Facts

• One of the deadliest hurricanes to ever hit

the US

• An estimated 1,836 people lost their lives

• Officials at the National Oceanic and

Atmospheric Administration have said

Katrina was the most destructive storm to

strike the United States.

• It ranks 6th overall in strength of all

hurricanes

Hurricane Katrina Facts

• Became a Category Five storm on Aug. 28, with

winds blowing at about 175 mph (280 kph)

• When the storm made landfall, it had a Category

3 rating on the Saffir-Simpson Hurricane Scale--

it brought sustained winds of 100–140 miles per

hour--and stretched some 400 miles across

• Ultimately 80 percent of New Orleans and large

portions of nearby parishes became flooded, and

the floodwaters did not recede for weeks

Hurricane Katrina Facts • Total property damage from Katrina was

estimated at $81 billion, which was nearly triple

the damage inflicted by Hurricane Andrew in

1992.

• It flooded 80 percent of New Orleans and

destroyed more than 100,000 homes.

• The storm surge from Katrina was 20-feet (six

meters) high.

• Hurricane Katrina affected over 15 million people

in different factors such as economy,

evacuations, gas prices or drinking water.

Hurricane Katrina Facts

• Hurricane Katrina impacted about 90,000 square

miles.

• The region affected by the storm supported

roughly 1 million non-farm jobs, and still,

hundreds of thousands of local residents were

left unemployed by the hurricane.

Unprecedented Challenges

• Take care of our citizens

• 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

Forever New Orleans Campaign

Forever New Orleans Campaign

Airplane Tray Table Ads Airport Table Tray Ads

Strategic Internet Goals

• Generate INQUIRIES for travel information about New Orleans

• Generate online travel bookings

Internet Tactics • Extend search engine optimization (SEO) program with a deep-

link focus; broaden successful paid search programs

• Engage ad viewers with rich media ads featuring New Orleans’ best assets - Food, Music & Fun

• Monitor & influence external travel blogs

• Create and produce New Orleans Travel blog

• Leverage online radio station ownership, partnerships

• Develop new, niche micro-sites

• Strengthen profiles on social networking sites & build membership Email marketing

Internet Tactics (cont’d)

• Leverage & coordinate public relations strategies with online opportunities

• Develop and promote New Orleans travel packages

• Interactive Mapping

• Measure effectiveness of all marketing efforts

Come Fall in Love with New Orleans

• Invited people to come back

and experience the city just

like they had before Katrina

• Touted dozens of free

festivals and special events

• Offered special hotel rates to

motivate potential travelers

and made it easy to book

online

[video: come fall in love with new orleans]

Ellen – National TV support

Ellen – National TV support

LIVE with Regis and Kelly

LIVE with Regis and Kelly

Top Chef Season 5: Finale

• Two, 1-hour episodes

• Highest ratings to date for the show

• 1.85 million viewers

• Showed that New Orleans was back and

open for business

Top Chef Season 5 Finale

…..Plus Countless Emmy Nominations

8th Best Reality Show of All Time

#1 Food Show on Cable*

2010 Emmy Award for

Outstanding Reality Program

*Source: Nielsen Market Research

Regis and Kelly Return

We updated our tv commercial to invite

Regis and Kelly back to New Orleans for

another week of shows

We also leveraged

Regis and Kelly’s

huge online audience

to give away tickets to

their New Orleans

tapings when people

booked hotel rooms

through our site.

And we promoted our

summer hotel specials

and lots of other great

reasons to visit New

Orleans.

BP Oil Spill Facts

• More than 200 million gallons of crude oil was pumped

into the Gulf of Mexico for a total of 87 days, making it

the biggest oil spill in U.S. history.

• 16,000 total miles of coastline were affected, including

the coasts of Texas, Louisiana, Mississippi, Alabama,

and Florida.

• Even though the gushing well was capped in July 2010,

oil is still washing up on shores, which might cause

long-term damages to people living in the area.

• The initial oil rig explosion killed 11 people and injured

17 others.

Source: http://www.dosomething.org/tipsandtools/11-facts-about-bp-oil-spill

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

Misperceptions

• 80% believed oil would affect Louisiana for at

least two years

• 29% who had plans to visit Louisiana cancelled

or postponed their trips

• 28% believed that the oil spill was as bad as or

worse than the 2005 hurricanes Katrina and Rita

• 45% were following the story closely

• 48% believed that restaurants that serve

Louisiana seafood put customers at risk

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

BP Oil Spill Response BP Ad Campaign

BP Oil Spill Response BP Ad Campaign

Online Support for Festivals

We created a wide

variety of custom

landing pages to

highlight our free

festivals and events

to a targeted online

audience

Online Support for Festivals • Promoted festivals and other

New Orleans special events

year-round though monthly

e-newsletter

• Grew database to 401,428

subscribers

• All New Orleans events were

Tweeted and posted to

Facebook – New Orleans has

lots of friends and followers!

• Ran targeted search

marketing ads on Google and

Yahoo! for all New Orleans

festivals and events

Official Visitor’s Guide

• Visitor guide created

in partnership with

Convention and

Visitors Bureau

• 350,000 guides

printed twice a year

(January and July)

• Emphasized value -

highlighting free and

low cost attractions

Ellen Show Promotion

•Assisted the producers of

the Ellen show with their

Mardi Gras special

•Sponsored two contests

for FREE trips to New

Orleans for our signature

festivals to give away on

Ellen

•Episode has aired three

additional times since its

debut for Mardi Gras

NOLA Navy Week

Recent Events and Accolades

• Record-breaking festival attendance

• Super Bowl 2013, NBA All Star 2008 and

2014, Final Fours

• America’s Favorite City and multiple honors

Visitor Trends

10.1

3.7

7.1 7.6 7.5

8.3 8.75

9.01

0

2

4

6

8

10

12

2004 2005 2006 2007 2008 2009 2010 2011 2012

* Numbers in millions of visitors

Top Chef Season 11: New Orleans

Connect with us

sites:

• NewOrleansOnline.com

• FollowYourNola.com

• GoNOLA.com

social channels:

• Facebook.com/NewOrleans

• Twitter.com/VisitNewOrleans

• Instagram.com/VisitNewOrleans

• Pinterest.com/VisitNewOrleans

mark@notmc.com