Louisiana Office of Tourism

The Case

Louisiana Office of Tourism (LOT) is a multi-faceted marketing organization devoted to unifying the state’s large and diverse tourism industry. As the driving force behind the $9.4 billion tourism industry, the work of the LOT is crucial to sustaining more than 200,000 tourism and hospitality jobs.

In the past six years, LOT has been challenged by the devastation of hurricanes Katrina and Rita, an economic recession, misperceptions permeating from the BP oil spill and spikes in oil prices. Since 2005, Deveney Communication (DC) and LOT have a forged strategic partnership to not only overcome these potentially costly situations but also grow and promote Louisiana’s tourism industry.

Our Strategy

DC accomplished LOT’s goals by coordinating strategic partnerships, developing and implementing unique events, supporting launches of various tourism products, managing and creating media opportunities and developing and implementing crisis responses.

The Results

Since 2007, DC earned more than 495 million impressions and more than $197 million in ad-equivalency publicity value, but some of DC’s most important work is not captured in those numbers. The tourism issues stemming from half a decade of unfortunate events have been mitigated – in part – by DC’s relentless commitment to LOT. DC applied a diverse mix of tactics to address vital details instrumental to the collective recovery of Louisiana tourism. Through DC’s integrated efforts, Louisiana’s tourism industry persevered through tough times and flourished in periods of recovery.

The following include a few highlights of DC’s work:

  • 2007 Femme, Femme, Femme sponsorship: The sponsorship earned a 296-to-1 return on investment; Ultimately, the museum experienced and increase attendance from 5,000 visitors to 25,000 visitors a month, and DC’s work was recognized with a PRSA New Orleans Anvil Award, two IABC New Orleans Gold Quill Awards and a Southern Public Relations Federation Award.
  • 2008 Only in Louisiana GRAMMY event: The event’s success earned recognition as an official Recording Academy event, and the Recording Academy expanded Louisiana’ s presence by inclusion in GRAMMY week and the annual education series produced by the Recording Academy.  In addition to achieving standing-room only with 300 attendees, the event garnered coverage in the New York Times and Village Voice. The event won an IABC New Orleans Silver Quill for special event.
  • 2009 International POW WOW: DC’s on-site management and media relations efforts contributed to a 358-to-1 return on investment, with an ad-equivalency publicity value of more than $8 million and more than 1.2 million impressions. The event garnered coverage in more than 40 publications including a 30-page feature story in US Airways Magazine covering New Orleans and Lafayette.
  • 2010 BP Oil Spill: The campaign contributed to a 7% reduction of the perception that restaurants serving seafood put customers at risk, earned a 116-to-1 return on investment and won the 2010 Louey Award for Tourism Campaign of the Year. The messages from the campaign continue to extend into conversations concerning the oil spill and will continue to improve perceptions of Louisiana and Gulf seafood.