Skip to comments.New Orleans CVB Announces Aggressive Rebranding Campaign
Posted on 01/25/2007 12:34:27 PM PST by Ellesu
New Orleans CVB Announces Aggressive Rebranding Campaign to Focus on Authentic and Dynamic Culture of New Orleans :
NEW ORLEANS, Jan. 25 /PRNewswire/ -- The New Orleans Convention and Visitors Bureau is launching an aggressive, strategic marketing, public relations and direct sales campaign, designed to celebrate its authentic culture, lure domestic and international visitors back, preserve the city's leading industry (hospitality) and overcome misperceptions about New Orleans among consumers.
The campaign includes: * "Forever New Orleans" is an international branding campaign marking a major shift in New Orleans hospitality marketing. The Forever New Orleans campaign not only promotes more aspects of New Orleans culture, including the visual arts; it develops a deeper, richer understanding of our culture as unique and authentic, celebrating the very life of New Orleans.
* A new series of advertisements to be used in outdoor and print campaigns. Using headlines such as "New Orleans is Open. To Just About Anything.", "Soul is Waterproof", "Old World, New Promise" and other phrases, the advertising campaign is designed to celebrate a spirit of swagger, showcasing the hospitality industry's confidence in New Orleans as a destination, and appealing to the meetings industry, travel trade professionals and the traveling public. * A 12-month outdoor campaign was introduced in 18 major markets across the country in mid-December celebrating these new messages. Forty-four billboards worth a value of $3 million were donated to New Orleans by CBS Outdoor, through the generosity of Brian Cuyler, general manager CBS Outdoor, New Orleans, and his colleagues throughout the U.S.
* "A Whole New Orleans": The CVB is underwriting the production of a 30-minute travel television show, "A Whole New Orleans," showcasing the eclectic nature and vibrant culture of what is still America's most authentic and historic destination. Its host and executive producer is Karen Carlson, an award-winning broadcast journalist, who has worked at top-rated television stations around the country, including in New Orleans and Los Angeles. * With a presence in cities such as New York, Chicago, Washington DC, Tokyo, London, Paris and Frankfurt, the CVB staff and representatives are strengthening its long-term relationships and direct sales efforts with influencers such as meeting professionals, corporate and association decision makers, and travel professionals worldwide. * Limited Edition Travel Posters: a series of posters will be created to celebrate "Forever New Orleans" and showcase the artwork of local and regional artists. It will be made available to travel agents worldwide. Proceeds will benefit artists in New Orleans. * The CVB also has engaged an international public relations firm to promote New Orleans as a top destination by showcasing New Orleans in major cities across the United States in a way that will highlight the city's history and culture. Further details, including the identity of the firm, will be unveiled in coming weeks.
Tourism is big business for New Orleans. As the economic engine of New Orleans, tourism accounts for 35 percent of the City of New Orleans' annual operating budget - $210 million paying for jobs, safety, transit, and infrastructure. Tourism also employs the largest segment of the population from across the region.
Without the money engineered by New Orleans tourism, the state would have to raise an additional $3,000 on every family in Louisiana in taxes to cover the deficit. In the aftermath of Hurricane Katrina, New Orleans lost more than $2 billion in business from business and leisure travelers.
Stephen Perry, President and CEO of the New Orleans Metropolitan Convention and Visitors Bureau made today's announcement along with leaders of the city and state's hospitality industry and Lt. Governor Mitch Landrieu. The press conference was held at the Sheraton New Orleans Hotel, set against the backdrop of the French Quarter, showcasing the heart of the city's tourism corridor.
"We need to remind the world that New Orleans is a place where culture bubbles up from the street, where when you wake up and look around, you realize you are in a place that is truly unique and authentic, a place where your molecules get rearranged," said Perry. "Our marketing campaign is ultimately about New Orleans being a great place to live, work and visit. We must fill our hotels, have our restaurants brimming with diners, ensure that our galleries, shops and boutiques from the French Quarter to Magazine Street are filled with eager customers, our wonderful museums and attractions are busy with visitors, our artists creating and our musicians playing, and our festivals and special celebrations reporting record attendance," said Perry.
Perry acknowledged the continued leadership of Lt. Governor Mitch Landrieu in spearheading the state's tourism efforts, particularly in the last 17 months.
"What the CVB is accomplishing in its marketing, sales and public relations efforts certainly complements our message that encompasses all of Louisiana - that when you visit our great state, and specifically this great city - New Orleans - you have come to a place like no other, a place that is truly special," said Lt. Governor Mitch Landrieu. "The crucial step in the plan is getting that message to the world. This is why I am working diligently, with the support of the CVB and the other leaders of the state's hospitality industry, to impress upon the state and federal government the absolute importance of increasing federal funding to support the marketing efforts necessary to get the job done. We continue to seek full funding of our $115 million request for tourism marketing."
Perry also reinforced that the CVB will continue to work with other prominent business organizations to rebuild an even stronger New Orleans, dissolve myths that continue to persist about the city's state of recovery and deliver credible messages that illustrate the vibrancy of the New Orleans experience today.
The New Orleans Metropolitan Convention & Visitors Bureau
"A Hole New Orleans" ping
They should try an more accurate slogan, "New Orleans Our People Can't Think For Themselves, So They Drowned."
How about "the chocolate city"?
How about "A chocolate city"
"Come Here and Die!"
"New Orleans: Most of Our Hardened Criminals Were Invited Into Other Cites!"
Corporations should be held liable for any loss, injury or death of their employees resulting from attending a Corporate meeting, convention or company planned celebration held in New Orleans...
The city is clearly designated as one of the crime and murder hot spots in the nation...
It is criminally negligent to ORDER employees to that location for ANY purpose...
I'd like to see this become a new "specialty" for ambulance chasers...
Actions must be rewarded by the LOGICAL CONSEQUENCES...
Voters who continue to vote like stupid, corrupt, criminal and murderous sonuvbitches, should be avoided like the plague......and be the PRIMARY victim of their actions.
"Pay us to rebuild our city, or we shoot this dog."
"New Orleans: More Than Just Puke, Beads, and Boobs"
The actions of the post-Katrina criminals will remain in people's minds for a very long time.
Ooh, a slogan contest for New Orleans:
"New Orleans: Not just for land-lovers anymore"
New Orleans: Where every property is waterfront property!
New Orleans: Atlantis Rediscovered!!
My organization was supposed to have our convention in New Orleans and the Superdome - scheduled for 4 weeks after Hurricane Katrina hit. Much to my chagrin was I watching the first photos of the damage to go out over the airwaves and see the curtains flinging out of the broken windows at the big Hyatt where we would have stayed.
I was born in the heart of N.O. and the city that I knew and loved is dead and gone. I don't know who to blame more... Blank-o, Nagin, Dollar-Bill Jefferson, Landrieu, etc. or the *ssholes who keep awful people like that in office. As things stand now, HELL would freeze over before I'd go back and give that city a single red cent. Things would have to change big time down there first - and no stupid little catchy slogan is gonna do that. Ya hear me, Mitch???
"New Orleans: Same as the Old Orleans"
"Katrina was God's Way of Flushing the Toilet"
How about a testimonial from "Scavenger Guy." (You know the picture ...)
"I luuuuuvvs N'Awlin's. 'S been great fo' me. I gots six TVs, haff a dozen microwaves, an' 30 pairs o' Nikes in a variety o' sizes. N'Awlins. Where What's Yo's is Mahn."
"New Orleans is Open. To Just About Anything."
So they will continue to welcome Southern Decadence. That abomination is what helped NOLA become a big toilet in the first place. These people never learn.
A Freeper had a slogan that I think is perfect!
New Orleans- Come for the Gumbo, Stay for the Gunfire
New Orleans- Death by Chocolate
It can't be racist. It wasn't when Ray-Ray said it!
Easy...Blame the U.S. Army Corps of Engineers. They destroyed New Orleans with their incompetence in designing and building the levees. It still surprises me after 16 monthes how little people on these boards know about what really happened in New Orleans. Or what is going on now. All you people see are the winers and slugs on the main stream media and think all people here are like them. They are not. Most people are struggling every day just to get back to some form of normalcy. The crime you see on TV in ENTIRELY black on black crime perpertrated over terf wars and drugs except one white women who was murdered by a black intruder into her house. All the crime is happening in a rather small part of town.New Orleans is no more dangerous than any other big city but you wouldn't know it by watching TV. Give New Orleans a chance to survive for crying out loud. We are not all criminals and welfare slugs.