LOT BP Oil Spill

The Case

On April 20, 2010 an explosion on the Deepwater Horizon led to a gushing oil leak that threatened the coastal region and Louisiana’s vital tourism industry. By July 15, the leak was capped, but the polluted perceptions continued to cost the coastal region a projected $7.6 to $22.7 billion over the next three years. Louisiana Office of Tourism commissioned Deveney Communication to forge an aggressive campaign that would immediately respond to the media whirlwind and preserve the Pelican State’s $9.4 billion tourism industry.

The Strategy

The abundance of information collected laid the foundation for the campaign. Relying on these details, we crafted a campaign capable of resonating with different populations and incorporating Louisiana tourism into various topics. The quantity and quality of media coverage surrounding the oil spill encouraged us to aspire for an influence beyond tourism. With an understanding that all coverage of Louisiana impacts potential tourists’ perceptions of Louisiana, the campaign applied a 360-degree immersive approach to address interests outside of tourism. The approach was achieved through relationships with a diverse network of experts. These experts leveraged their authority to identify the tourism asset applicable to an audience or situation and then presented the asset in a context that promotes visiting Louisiana.

The Results

• Met all program objectives

• Exceeded the most successful previous annual campaign return on investment for the LOT

• Garnered positive media coverage conveying tourism assets were readily available in Louisiana

• A 154 to 1 return on Investment (439% over objective)

• More than 237.8 million impressions (366% over objective)

• Some $109 million in targeted publicity value (454% over objective)

• Established a Strategic Partner Network, including more than 1,100 industry partners and stakeholders

• Created and leveraged an Experts Bureau of some 86 top spokespeople for Louisiana’s tourism industry

• Perceptions regarding the length of time Louisiana will be affected by the oil spill were shortened significantly; the prevalent belief is Louisiana and its statewide tourism assets are recovering more quickly than anticipated

• Regionally, perception regarding the extent of the devastation is less than previously perceived

• Concerns regarding oyster contamination have declined significantly and false perceptions about Louisiana seafood in general have improved

• Tourism numbers are trending up and are projected to surpass pre-Katrina numbers in both number of visitors and visitor spending by 2013—both benchmarks of a healthy Louisiana economy

• Consumers in the region have continued to follow the story more closely, have more current and accurate information on Louisiana and have better perceptions