New campaign in New Orleans to dispel myths
The New Orleans Convention & Visitors Bureau is launching a new marketing, public relations and direct sales campaign called “Forever New Orleans.”
CVB officials say it’s designed to lure domestic and international visitors back and overcome misperceptions about the hurricane-stricken city.
The campaign will include a new series of advertisements 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 CVB is underwriting the production of a 30-minute travel television show, “A Whole New Orleans,” showcasing the city.
The CVB also has engaged an international public relations firm to promote New Orleans as a top destination by showcasing it in major cities across the U.S.
As the city’s economic engine, tourism accounts for 35% of New Orleans’ annual operating budget — $210 million. Tourism also employs the largest segment of the population from across the region.
In the aftermath of Hurricane Katrina, New Orleans lost more than $2 billion in revenue from business and leisure travelers. The CVB says it will continue to dissolve myths that continue to persist about the city’s recovery and will deliver credible messages that illustrate the vibrancy of the area as a tourist destination.
Report by David Wilkening
David
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