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NEW ORLEANS Tourism Marketing Corporation 2008 ANNUAL REPORT

Behind the Scenes of Our Award-Winning New Campaign

New Orleans Festivals Break All Records

NewOrleansOnline.com Visitation Up 58.1% in a Single Year

Submitted in accordance with Ordinance Calendar Series No. 26,805 • Mayor Council Series, 22,936, May 1, 2009


NOTMC Who We Are

New Orleans Tourism Marketing Corporation (NOTMC) serves as the City of New Orleans’ official leisure travel promotion agency. NOTMC is a private economic development corporation created under Louisiana State Law to foster jobs and economic growth by developing the tourism industry in New Orleans. Our Board of Directors includes representatives from throughout the City’s tourism industry.

What We Do For New Orleans

Our job is to boost hotel occupancy when tourism is slow. Historically, the slow periods include the summer months and the weeks between Thanksgiving and New Year’s Day. Yet— although much progress has been made—we are still feeling the effects of Hurricane Katrina and our job is now an all-out, yearround effort. We market New Orleans as a leisure tourism destination—directly to leisure tourists—through a broad program of advertising, public relations, Internet marketing, promotions, and research. NOTMC designs and launches a major summer promotion; three simultaneous niche efforts aimed at cultural, family, and

multicultural travelers; and a fall campaign promoting Christmas New Orleans Style. In addition, we produce New Orleans’ official travel publications: the New Orleans Official Visitors Guide, Museums New Orleans, the New Orleans Navigaytour, and the Christmas New Orleans Style Guide. And we produce and manage NewOrleansOnline.com, the City’s official leisure tourism website, as well as NewOrleansMuseums.com and HearNewOrleansMusic.com.

Our Funding

We are funded by the City’s hotel room occupancy tax and the City of New Orleans general fund, and we receive additional funding from the RTA/hotel tax and from Harrah’s Casino’s agreements with the City of New Orleans and the hotel industry. While we invest the majority of our budget in marketing New Orleans, in accordance with a council ordinance we also fund entities that include the Ernest N. Morial Convention Center, the New Orleans Metropolitan Convention & Visitors Bureau, the New Orleans Multicultural Tourism Network, New Orleans Film & Video Commission, Music & Entertainment Commission of New Orleans, and the Mayor’s Office of Tourism & Arts.

2008 Board of Directors Kent Wasmuth, Chairman Greater New Orleans Hotel & Lodging Association

Chimene G. Connor New Orleans Multicultural Tourism Network

Ronald Pincus, Vice Chairman Greater New Orleans Hotel & Lodging Association

Hon. Arnie Fielkow New Orleans City Council

Darrius Gray, Treasurer Greater New Orleans Hotel & Lodging Association Mary Fitzpatrick, Secretary Preservation Resource Center Hon. James Carter New Orleans City Council Terry Epton New Orleans Metropolitan Convention & Visitors Bureau Joel Dondis New Orleans Metropolitan Convention & Visitors Bureau

Hon. Stacy Head New Orleans City Council John Payne New Orleans Metropolitan Convention & Visitors Bureau Hon. Jacquelyn Brechtel Clarkson New Orleans City Council Paul Sylvester, Jr. Mayor’s Appointee Stephen Woodruff Louisiana Restaurant Association Tommy Morell Greater New Orleans Hotel & Lodging Association

NOTMC Staff

Table of Contents From Our Chairman and President

2

2008—What a Year!

3

Industry Trends

5

NOTMC’s Performance in ‘08

7

General Campaign

8

Multicultural Campaign

13

Christmas New Orleans Style Campaign

14

Family Campaign

16

Arts & Culture Campaign

17

French Quarter Campaign

18

GLBT Campaign

19

NOPD Recruitment Campaign

20

Communications and PR

23

Financial Report

28

Sandra S. Shilstone President/CEO Lea Sinclair Director of Communications

Nathan Williams Interactive Director

Grace Wilson Communications Associate

Jean-Paul Gisclair Interactive Designer

Angela Reed Marketing Assistant

Jeremy Cooker Interactive Marketing

Toya Townsend Receptionist

Tiffany Jackson, CPA Accountant

NOTMC would like to thank the following: • Dean Shapiro and Craig Guillot: Contributing writers • Peter A. Mayer Advertising: Agency of record • Phillip Collier Designs • GMc + Company • Frances Partners

In memory of Kent Porter

1


From our chairman & President

Dear Friends, In 2008, the visitors came marching in! As a result of the combined efforts of a truly dedicated industry, the good times kept on rolling in New Orleans and the tourists dollars kept rolling in—despite the many challenges our industry faced on a national level. At New Orleans Tourism Marketing Corporation, we act strategically, not on instincts alone. Our marketing plans always reflect current tourism trends uncovered in painstaking research. Through focus groups, national testing, and the industry’s input, we were able to anticipate this year’s financial slump and the public’s reticence to travel long distances. NOTMC recognized early on that a value message was more important than ever to prospective visitors who were reacting to high gas prices and turbulent markets. As a result, free festivals and event-driven marketing became the cornerstones of our campaign to attract the leisure visitor. While other destinations suffered, New Orleans was one of very few tourist destinations to actually experience an increase in visitation in 2008. The numbers were up overall, with many of the city’s greatest festivals enjoying record-breaking attendances—several exceeding pre-Katrina levels. Our calendar, like our po-boys, was overstuffed in 2008, and our efforts paid off. When the going gets tough, we hit the cobblestoned streets running! NOTMC is nothing if not nimble. For instance, when hurricanes Gustav and Ike hit, we immediately shifted our strategies, particularly in our top feeder markets in Texas. We switched from TV to online marketing and national Public Relations efforts and still managed to break records with the amount of requests for information from potential leisure visitors. On the following pages, you’ll get a behind-the-scenes look at our 2008 campaign, which highlighted the best of New Orleans—our food, our music and the spirit of our people. It is the result of a collective vision from a Board of Directors made up of dedicated industry professionals, agencies that are strategic as well as creative, and the tireless and talented staff here at NOTMC. In response to the current economy, we have updated this award-winning campaign for 2009 with a value message of “Live It Up for Less!” Together—with hard work, perseverance and professionalism—we will make the fleur de lis blossom wider than ever in the months to come.

All the best,

Kent Wasmuth Chairman New Orleans Tourism Marketing Corporation

2

Sandra S. Shilstone President/CEO New Orleans Tourism Marketing Corporation

2008—What a Year!

While the nation as a whole faced some significant challenges in 2008, there was much to celebrate here in New Orleans. Here’s the year at a glance: • The city started the year off with a bang with several major events, including the Sugar Bowl, which had an economic impact of $164 million. How sweet is that? More than 74,000 people attended the game. Thousands more came in for the fun. • Aloha, y’all! January also saw the BCS Championship game, featuring Georgia vs. Hawaii. In hosting both the BCS and the Sugar Bowl, the state received a combined economic impact of over $400 million. Double-hosting the games has been such a success for the city that New Orleans will once again host both games in 2012. • Mardi Gras was early in 2008 (February 5), but that didn’t stop the crowds. Attendance was estimated to be as high as 850,000. How many beads were thrown? Nobody knows for sure. • The National Basketball Association All-Star Game was a slam dunk! This high-profile event provided a $100 million economic boost for the city in late February. It garnered some great PR for the city as well. • New Orleans’ own Hornets competed in the NBA Playoffs for the first time since 2004, and defeated the Dallas Mavericks in the first series, marking the Hornets’ first-round playoff win. • In March, NOTMC launched the internationally award-winning “Come Out and Play” campaign, featuring an original song with lyrics written by Lori Archer of Peter A. Mayer Advertising, music composed by David Torkanowsky, and starring trumpeter Jeremy Davenport. On January 2009 in New York City, it was awarded two gold Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI), and in March it was awarded a gold ADDY for “best music with lyrics.” • The French Quarter Festival celebrated its 25th anniversary in 2008 with a record-breaking 435,000 attendees.

3


INDUSTRY TRENDS

2008—What a Year!

• The new Audubon Insectarium opened its doors in June. In its first two months, nearly 100,000 visitors swarmed the facility, exceeding all projections.

Visitors (in millions)* • The Southern Food & Beverage Museum also opened in June at the Riverwalk, followed in July by The Museum of the American Cocktail at the same location. Cheers! • The ESSENCE Music Festival had another record-breaking year with more than 275,000 attendees over three days. • High summer gas prices began to affect both air and automobile travel. NOTMC shifted its strategy, adapting a more value-oriented message. • In August and September two major hurricanes, Gustav and Ike, hit the Gulf Coast of the U.S., reducing the number of travelers to the entire Gulf Coast region. On average, each hotel lost $187,000 in revenue due to the two storms, reaching a total negative economic impact of $60,658,510. • In late October, the Voodoo Experience celebrated its tenth anniversary by working magic on the local economy. More than 100,000 music lovers were in attendance. • In November, the Bayou Classic brought in approximately 200,000 fans for an overall economic impact of $30 million. Touchdown! • Prospect.1 New Orleans, which ran from November 1, 2008 to January 18, 2009, was the largest biennial of international contemporary art ever organized in the United States. By all accounts, it was a huge cultural and economic success, attracting more than 50,000 visitors over 2 1/2 months. • November brought high and low points. America elected the first African-American president, but the recession was evident as the Dow Jones saw its lowest day in 2008. As a result of turbulent financial markets, Louisiana’s economy as a whole contracted slightly, although not as sharply as the national economy. Year-end visitation figures for New Orleans were up nevertheless, from 7.1 million in 2007 to 7.6 million in 2008.

4

8.5

2003 2004

Visitation and Spending 10.1

3.7

2006

7.1

2007

7.6

2008

Source: 2008 UNO Hospitality Research Center

According to the 2008 UNO Visitor Study (jointly commissioned by NOTMC and NOMCVB), total visitation for 2008 was 7.6 million, slightly above last year’s 7.1 million. Visitor spending in 2008 was $5.1 billion, topping 2004’s $4.9 billion for the first time since Hurricane Katrina. Although spending exceeded pre-Katrina levels, the visitation number has not yet caught up. The disproportionate growth in spending is due to visitors staying longer and spending more.

Total Visitor Spending (in billions)* Visitor Profile

$4.6

2003

$4.9

2004 2006

$2.9 $4.8

2007

$5.1

2008

Source: 2008 UNO Hospitality Research Center

Primary Purpose for Visitation—2008 Association Meetings/ Conventions/Trade Shows

Corporate Meetings/ Business:

9.8% 15.1%

75.1% Leisure Travel

Source: 2008 UNO Hospitality Research Center

Despite the economic downturn, New Orleans continues to draw visitors from around the country. On a national level in 2008, we greeted travelers from California, New York, Illinois, and Pennsylvania. We saw strong numbers from the regional markets where we advertised, including Texas, Louisiana, Florida, Georgia, and Tennessee. In the very important New York market, we saw a jump in visitation to 5.1%, up from 3.1% in 2003. Of the 7.6 million visitors who came to New Orleans in 2008, 75.1% were here for leisure, 9.8% were here for association meetings, conventions, or trade shows, and 15.1% were here for corporate meetings or business. Overnight visitors stayed an average of 4.6 nights. Approximately 3.7 million of all visitors stayed in hotels, up from 3.1 million in 2007. Of those overnight visitors whose primary purpose is leisure, 44.8% stayed in a hotel. Of all overnight visitors, 58% stayed in a hotel or motel, while 34% were visiting friends or relatives. Per-trip spending among those who came for vacation or pleasure was an average of $598. The good news is that 90.8% of visitors said they were likely or very likely to recommend New Orleans to their friends, up from 88% in 2007.

*2005 data research interrupted due to Hurricane Katrina.

5


INDUSTRY TRENDS

Airport Performance

Hotel Occupancy and Average Rate

Louis Armstrong New Orleans International Airport offers 120 flights serving 33 cities. It serves 79% of the cities it did before the storm, and filled 73% of the seats. In 2008, Southwest added nonstop daily flights to Fort Lauderdale, Denver and Orlando. Also, JetBlue Airways introduced a nonstop daily flight to Boston.

In our top competitive markets, the average hotel occupancy rate was 65% in 2008, down slightly from 66% in 2007. New Orleans’ hotel occupancy rate was at 62.6% in 2008, up from 57.7% in 2007.

Top Average Daily Rates in Competitive Markets

2007

2008

San Francisco

$148.35

$156.34

San Diego

$139.13

$141.96

Chicago

$129.65

$131.71

New Orleans

$116.50

$118.18

Orlando

$105.84

$106.11

Houston

$91.58

$100.17

Nashville

$90.97

$95.53

Dallas

$91.83

$93.87

Atlanta

$90.12

$91.03

Source: Smith Travel Research

Where Visitors Choose to Stay (in millions) Family & Friends

2.1 3.7

Hotels

1.2 Day Trippers

.5

Record-Breaking Web Traffic to NewOrleansOnline.com

Qualitative research done in 2008 gave us fascinating insight into how people perceive New Orleans. Surveys by Market Dynamics Research Group show that nearly half (49%) of the respondents who visited New Orleans in the last two years are likely to come back in the next 12 months. What’s more, an impressive 31% of key market respondents are likely to visit New Orleans overnight. This figure is the highest it’s been since survey research began in January of 2006 when it was at 19%. In the very important Houston market, 37% said they are likely to stay overnight. This is also the highest it’s been since January 2006, when 22% of respondents in the Houston market said they would spend the night.

NewOrleansOnline.com received the highest amount of visitors in the website’s history in 2008. By year’s end, we reached 2,733,161 total visitors, topping 2007’s total by over 1.1 million new visitors. NewOrleansOnline.com has never received such large traffic numbers before, breaking its previous record of 2,034,175 unique visitors in 2004. NewOrleansOnline.com has increased its Web visitation by 58.1% in a single year.

Our perception tracking research also shows that our advertising program continues to be an effective tool. People who have seen our ads have come away with a more positive impression than people who have not seen our ads, and 40.7% say they are likely to “come out and play in New Orleans.” Only14.9% of those who haven’t seen our ads plan to visit.

2008 UNO Visitor Profile Research

2,733,161

2007

2008

San Francisco

75.1%

75.0%

San Diego

72.9%

69.5%

Houston

65.7%

67.4%

Orlando

67.9%

65.9%

Chicago

67.5%

63.5%

New Orleans

57.7%

62.6%

Nashville

65.7%

60.8%

Dallas

60.0%

58.9%

Atlanta

63.1%

58.8%

The average daily rate in our top nine competitive markets was $114.99 in 2008. New Orleans’ average daily rate was $118.18 in 2008, up from $116.50 in 2007. As in 2007, only three cities— San Francisco, San Diego, and Chicago—had a higher average daily rate.

Perceptions and Expectations

Other

Top Occupancy Rates in Competitive Markets

6

Website Marketing

Source: Smith Travel Research

2,034,175 1,886,789

38,238 31,611

31,888

33,000

27,192

1,587,184

1,503,338 854,815

Consumer e-Newsletter NewOrleansOnline.com pioneered the first email marketing program for the City of New Orleans. Our database of potential visitors has grown to over 390,000 subscribers. Our e-Newsletters showcase the wide array of rich New Orleans events that occur throughout the year, as well as special offers from hotels that link out to our booking engine. This tool is designed to keep awareness of our destination high and motivate our subscribers to come and visit.

Google AdWords / Yahoo! Search Campaign 2008 has been a great year for NOTMC through our search engine keyword advertising campaigns. During the year we brought over 500,000 visitors to NewOrleansOnline.com through these efforts. We constantly refined the performance of our 2008 campaigns in Google and Yahoo! and determined that we achieved our best results through the creation of highly targeted offers and custom landing pages to support them. In 2009, we’ll expand on this strategy to increase New Orleans awareness and visitation.

2004 2005 2006 2007 2008

Available Hotel Rooms Source: New Orleans Metropolitan Convention & Visitors Bureau, Inc.

2003 2004 2005 2006 2007 2008

NewOrleansOnline.com Total Visits

7


GENERAL CAMPAIGN

#5 of Top 10 Places to go in 2008 – ShermansTravel.com

Now Playing in

New Orleans

If you can cook it, dance to it, or get inspired by it, we celebrate it in New Orleans. For more information on our unique festivals, visit NewOrleansOnline.com. Come out and play today!

Magazine

Print ads featured images of the city’s unique food, music, and architecture. They ran in the summer issues of national magazines.

French Quarter Festival April 11-13, 2008 New Orleans Jazz & Heritage Festival April 25-27 & May 1-4, 2008 New Orleans Wine & Food Experience May 21-25, 2008 New Orleans Seafood Festival June 13-15, 2008 COOLinary New Orleans July 1-August 31, 2008

Behind the Scenes with “Come Out and Play!”

When the New Orleans Tourism Marketing Corporation prepared for its new 2008 campaign, they began with research and focus groups in key regional markets. The predominant result of the research was that many tourists still had misperceptions and hesitations about visiting New Orleans in a post-Katrina world. Participants still believed the city was under water, and that safety was an issue, and many people were worried that it would be in bad taste to have a good time in New Orleans when the locals were

still struggling. Through this research, NOTMC learned that the best way to counteract these misperceptions was to show that the city is fun again and that visitors are welcome.

ESSENCE Music Festival July 4-6, 2008 Tales of the Cocktail July 16-20, 2008 Satchmo SummerFest July 31-August 3, 2008

As a response to these findings, NOTMC created a new campaign titled “Come Out and Play in New Orleans!” The campaign, which was designed to reach consumers through print, radio, television, and Internet, highlighted the city’s cultural assets—food, music, architecture, history, and family fun. In support of rebuilding efforts in New Orleans, local musicians and performers were hired to perform in and produce this campaign.

Come Ou� � P�a�! The fun is happening every day in New Orleans. The French Quarter is filled with sizzling jazz clubs, renowned restaurants and funky shops. And our weekends, like our seafood po-boys, are overstuffed. Come join us for your pick of unique festivals and special events. It’s all here and it’s all for you in New Orleans. Come out and play. For a complete list of all there is to see and do, visit NewOrleansOnline.com.

White Linen Night August 2, 2008 Southern Decadence/DecaFest August 27-September 1, 2008 Halloween New Orleans October 23-26, 2008 Voodoo Music Experience October 24-26, 2008 Prospect.1 New Orleans November 1, 2008-January 18, 2009 Conceived in the tradition of the great international biennials, Prospect.1 will showcase the work of more than 75 of the world’s most promising and recognized artists.

Media Markets TV & Radio Atlanta Houston Dallas Memphis Jackson Nashville

8

Print & Alternative Weeklies AAA TourBook Atlanta Magazine D Magazine Fort Worth Magazine H Texas Monthly Southern Living Southern Accents Texas Monthly The New Yorker Atlanta Creative Loafing Houston Press Dallas Observer Fort Worth Weekly

Newspaper Atlanta Journal-Constitution The Houston Chronicle The Dallas Morning News Fort Worth Star-Telegram Memphis Commercial Appeal Jackson Clarion-Ledger Hattiesburg American Nashville Tennessean

“The musicians for ‘Come Out and Play!’ are some of the best in New Orleans. When you have great musicians, the music kind of plays itself.” – David Torkanowsky, composer of “Come Out and Play!”

Television

The television spot featured original music and starred local jazz trumpeter and singer Jeremy Davenport. It ran throughout April and May in regional markets. A two-minute music video based on the television ad also ran on NewOrleansOnline.com and nationally throughout Time Warner Cable system’s Video On Demand.

Radio A new addition to our plan in 2008 was a strong focus on radio advertising, which promoted festivals and events. Again, the spots ran in top regional markets.

9


GENERAL CAMPAIGN

Voted One of the World’s Top Restaurant Cities – ForbesTraveler.com

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Newspaper ads ran promoting several of the city’s largest festivals and events. Ads ran in Sunday travel sections of regional newspapers in top markets. Partly as a result of our efforts, festival attendance was way up in 2008.

2008 Visitors Guides NOTMC continued to partner with NOMCVB to create two 2008 editions of the Official Visitors Guide. Weaver Publishing produced and printed the collaborative guides and handled co-op advertising. Guides put special emphasis on ors Guide Official Visit festivals and events, including Prospect.1.

The New Orleans Wine & Food Experience

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As economic concerns began to rise throughout the summer, NOTMC created a special â&#x20AC;&#x153;Save $50â&#x20AC;? campaign for the NewOrleansOnline.com booking engine on stays totaling $150 or more. We promoted the offer via print ads in alternative weeklies and display advertising on top travel sites like TripAdvisor, Travelocity and Yahoo! Travel, as well as through our keyword search campaigns.

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2008 Festivals

With the help of NOTMCâ&#x20AC;&#x2122;s event-driven marketing in 2008, most festivals and events achieved recordbreaking attendance. The economic impact on the city was remarkable, and will be instrumental in returning the city to its pre-Katrina levels. New Orleans Jazz & Heritage Festival: Attendance was 375,000, the highest since Katrina.

French Quarter Festival: Attendance reached 435,000, the highest number ever recorded for the festival.

10

A New Orleans Vieux-To-Do: Attendance reached its high at 50,000.

New Orleans Wine & Food Experience: Attendance reached 10,000, and economic impact jumped from $5.4 million in 2007 to $6.8 million.

Satchmo SummerFest: Attendance was between 26,000 and 30,000, breaking all previous records.

Essence Music Festival: Attendance was 270,000, the highest ever.

Tales of the Cocktail: Attendance reached 20,000, greatly surpassing 2007â&#x20AC;&#x2122;s 12,000 attendees. Economic impact was $7.6 million.

White Linen Night: Attendance was 25,000, possibly the highest attendance ever.

Halloween New Orleans: 2008â&#x20AC;&#x2122;s event was a huge success, drawing the largest crowd since Katrina.

Voodoo Music Experience: The concert drew a crowd of approximately 100,000, similar to 2007â&#x20AC;&#x2122;s numbers.

Prospect.1: This biennial of international art ran from November 2008 through January 2009, and attracted over 50,000 visitors in its first year.

11


MULTICULTURAL CAMPAIGN

GENERAL CAMPAIGN

Hotel Packaging In 2008, NOTMC began promoting hotel packages on NewOrleansOnline.com. There is no cost to hotels; package offers can link directly to each hotel’s own website and participants receive the benefit of free exposure from NOTMC’s national online marketing campaigns.

“Year of New Orleans” Multicultural Campaign To build awareness of select 2008 festivals and events, a year-long media campaign was developed utilizing KMJQ-FM, Houston’s #1 radio station among African-American adults aged 25-54. The festivals targeted during the campaign included the New Orleans Jazz & Heritage Festival, the ESSENCE Music Festival, the Satchmo SummerFest, and the State Farm Bayou Classic. The campaign included radio components such as trip giveaways, on-air radio spots, and an online presence that linked listeners to NewOrleansOnline.com. NOTMC ad

3/7/08

2:30 PM

Page 1

ESSENCE Ads As part of our agreement with ESSENCE Music Festival, NOTMC received two free full-page ad placements in ESSENCE Magazine. The first ad, which ran in May, invited readers to come to the ESSENCE Music Festival and Satchmo SummerFest, and included two trip giveaway packages. The second ad ran in August, and thanked people for coming and supporting the festival.

Event and Festival Microsites NOTMC provided online marketing support in the form of microsites to promote our fantastic New Orleans events such as Tales of the Cocktail and A New Orleans VieuxTo-Do—three festivals, one weekend. These sites were promoted through our online channels, showcased the highlights of the events, and made it easy for visitors to book a trip or a hotel package.

Display Advertising Banner advertising in 2008 focused primarily on sites where consumers were actively researching leisure travel destinations and booking travel purchases. We chose TripAdvisor, Travelocity and targeted sections of Yahoo! to run banners from late spring to late summer to drive visitation in our seasonally slow months.

12

Online Sweepstakes To complement NOTMC’s event-driven marketing campaigns, we utilized sweepstakes to help us grow our email marketing database and promote our city guidebook.

thank you ad

5/22/08

2:16 PM

Page 1

You Could Win One Of Two VIP Vacations To ESSENCE MUSIC FESTIVAL '08 ®

Whatever your passion, ESSENCE MUSIC FESTIVAL® in New Orleans is the place to let it shine, with two special prize packages up for grabs. So come out and play! Go online for your chance to EITHER: Party Like A Star! with • Roundtrip airfare to New Orleans • 4 nights at Harrah’s New Orleans Casino and Hotel • Airport transportation provided by Rhodes Limousine Services • Welcome basket from Loretta’s Authentic Pralines • Dinner at Dickie Brennan’s Steakhouse, Palace Café, or Bourbon House • Facials courtesy of Serenity Spa at Hotel Le Cirque ® • ESSENCE MUSIC FESTIVAL tickets (three nights) • Personal paparazzi courtesy of Photography by J.R.

Feel The Love! with • Roundtrip airfare to New Orleans • 4 nights at the romantic W New Orleans – French Quarter • Airport transportation provided by Rhodes Limousine Services • Welcome basket from Loretta’s Authentic Pralines • Dinner at Morton’s The Steakhouse • Massage for two courtesy of Salon Elad ® • ESSENCE MUSIC FESTIVAL tickets (three nights)

For details, complete contest rules, and to enter, visit NewOrleansOnline.com/ESSENCE. Contest ends May 31, 2008.

NewOrleansOnline.com

13


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rate the h olidays in a ja 31 days o f feasts, fin zzy new wayâ&#x20AC;&#x201D; er y and fu n.

Tour historic homes decked out in their holiday finery. Learn a new holiday recipe to share with your familyâ&#x20AC;&#x201D;from restaurants like Dickie Brennanâ&#x20AC;&#x2122;s Steakhouseâ&#x20AC;&#x201D;at free cooking demonstrations in Canal Place. Hobnob with Santa and his reindeer, and play in the snow at â&#x20AC;&#x153;Miracle on Fulton Streetâ&#x20AC;? at Harrahâ&#x20AC;&#x2122;s Casino. Hear musical greats at the St. Louis Cathedral annual Christmas Day Concert. Take the kids to the Royal Teddy Bear Tea, a whimsical afternoon featuring a visit from Santa and Mrs. Claus, Christmas storytelling and a holiday sing-along in the French Quarter. Experience Candlelight Caroling in Jackson Square, a moving 62-year-old tradition. Finally, donâ&#x20AC;&#x2122;t miss Celebration in the Oaks in City Park, a month-long holiday light show featuring millions of twinkling lights throughout the Botanical Garden and Amusement Park. Explore a twist on the traditional tale with the â&#x20AC;&#x153;Cajun Night Before Christmasâ&#x20AC;? exhibit, and experience a spectacular dancing light show. The historic carousel and train complete the holiday magic.

NewOrle ansOnli ne.com

CNOS Brochure We printed 125,000 copies of this eight-panel brochure and distributed them in welcome centers throughout the Gulf Coast, and also as a fulfillment piece online.

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Spirit Magazineâ&#x20AC;&#x201D;â&#x20AC;&#x153;Spirit of New Orleansâ&#x20AC;? To help promote Christmas New Orleans Style, NOTMC partnered with Southwestâ&#x20AC;&#x2122;s popular inflight magazine, Southwest Spirit, to create a special section in their October issue titled â&#x20AC;&#x153;Spirit of New Orleans.â&#x20AC;? This section included editorial about New Orleans, advertising from local hotels, restaurants, and merchants, and a four-page CNOS advertorial feature produced by NOTMC.

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14

#OME/UTAND0LAY

NEW ORLEANS STYLE CNOS Magazine and Newspaper

Experience Christmas New Orleans Style, a month-long celebration of the season and the senses. Light up your holiday with jazzy yuletide entertainment, unique shopping, Reveillon dinners and other centuries-old traditions in the French Quarter and all over town. Save now with special Papa NoĂŤl hotel rates. For a calendar of holiday activities, visit NewOrleansOnline.com.

hite Christ sugar on a mas? Will beig the powde â&#x20AC;&#x153;Miracle on net do? Or, venture red across Ca Fulton Stre nal etâ&#x20AC;? at Har Novembe rahâ&#x20AC;&#x2122;s Casino Street for r 28, 2008 th , rough Janu begins with ary 3, 2009 a lighting . The mag ceremony Come on ic on Tuesda out and pl y, Novembe ay in the sn live local en r ow and en tertainmen joy a variet 25. t every Fr to 9 p.m. an y of iday and Sa d on Sund turday from ays from 4 to 6 p.m. 6

Print ads promoted CNOS events in October and November issues of the same regional and national publications as the general campaign. Newspaper ads promoted CNOS in Sunday travel sections of regional newspapers in top markets, including an advertorial in The New York Times.

4HISYEAR SPENDTHEHOLIDAYSINTHEBALMY3OUTH AT#HRISTMAS.EW/RLEANS3TYLE AMONTHLONG Celebrate the holidays in a jazzy new way - 31 days of feasts, finery and fun. CELEBRATIONOFTHESEASONSANDTHESENSES,ET USLIGHTUPYOURHOLIDAYWITHJAZZYYULETIDE ENTERTAINMENT ONE OF AKINDSHOPPING 2EVEILLON DINNERSANDOTHERCENTURIES OLDTRADITIONSINTHE &RENCH1UARTERAND ALLOVERTOWN4HERE´S NOTHINGSOUTHOFTHE.ORTH0OLEQUITELIKE #HRISTMAS.EW/RLEANS3TYLE ANDSPECIAL0APA .OpLHOTELRATESLETYOUSTAYLONGERANDSEEITALL ?I9EL;H¿J>;¿ED:;H¿E<¿

?H79B;ÂżEDÂżKBJEDÂżJH;;JÂ Dreaming of a White Christmas? Will the powered sugar on a beignet do? Or, venture across Canal Street for â&#x20AC;&#x153;Miracle on Fulton Streetâ&#x20AC;? at Harrahâ&#x20AC;&#x2122;s Casino, November 28, 2008 through January 3, 2009. The magic begins with a lighting ceremony on Tuesday, November 25. Come on out and play in the snow and enjoy a variety of live local entertainment every Friday and Saturday from 6 to 9 p.m. and on Sundays from 4 to 6 p.m.

?IÂż>;Âż;7IED?D=Â In New Orleans, we celebrate with food every day of the year, but never more so than in December. â&#x20AC;&#x2DC;Tis the season of the Reveillon, an old French holiday dining tradition where restaurants citywide serve multiple courses at special prix fixe

NewOrleansOnline.com

meals that will delight your palate and your pocketbook. Renowned local chefs showcase traditional Creole specialties plus seasonal fare. Learn their culinary secrets at Canal Place, where local chefs reveal their secret recipes at free cooking demonstrations.

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General Andrew Jackson. The pirate Jean Lafitte. Voodoo Queen Marie Laveau. Papa NoĂŤl, the jolly old elf himself. Theyâ&#x20AC;&#x2122;ll be here with bells onâ&#x20AC;&#x201D;jingle bells, that isâ&#x20AC;&#x201D;all through the month of December. This year, more than 16 characters from New Orleans past will make appearances at restaurants and hotels in the French Quarter and along Decatur, Royal and Chartres streets. Join them as they bring New Orleans history to life with music, dance, humor and storytelling.

Santa and his reindeer and play in the snow at â&#x20AC;&#x153;Miracle on Fulton Streetâ&#x20AC;? at Harrahâ&#x20AC;&#x2122;s Casino. "Hear musical greats at the St. Louis Cathedral annual Christmas Day Concert. Take

;7HÂż ?D=B;Âż;BBIÂż ?J>¿¿¿ 7PPÂż;7J Thereâ&#x20AC;&#x2122;s no such thing as a â&#x20AC;&#x153;Silent Nightâ&#x20AC;? in New Orleans during the holidays. Head to historic St. Louis Cathedral for free evening concerts. Outside in Jackson Square, you can enjoy candlelight caroling, and all month long carolers in the French Quarter will shower you in song.

In New Orleans, youâ&#x20AC;&#x2122;ll find stars on the top of every Christmas treeâ&#x20AC;&#x201D;and in clubs all over town. Catch Grammy winners Irma Thomas and Nicholas Payton, trumpeters Irvin Mayfield and Kermitt Ruffins, and renowned jazz pianist Ellis Marsalis. Come hear them live on Frenchmen, Bourbon, Decatur and Fulton streets. Visit NewOrleansOnline. com for the latest entertainment listings.

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Tea, a whimsical afternoon featuring a visit from Santa and Mrs. Claus, Christmas storytelling and a holiday sing-along in the French Quarter. Experience Candlelight Caroling in Jackson Square, a moving 62-yearold tradition. Finally, donâ&#x20AC;&#x2122;t miss

a month-long holiday light show featuring millions of twinkling lights throughout the Botanical Garden and Amusement Park. Explore a twist on the traditional tale with the â&#x20AC;&#x153;Cajun

Surprise everyone on your list this year with a unique treasure theyâ&#x20AC;&#x2122;ll remember you by for years to come. Browse the fine antique shops, unique are galleries, and estate jewelry on Royal Street in the French Quarter â&#x20AC;&#x201D; or head to the Arts District and Magazine Street for more fresh art, funky fashions, antiques, and folksy Louisiana crafts.

Night Before Christmasâ&#x20AC;? exhibit, and experience a spectacular dancing light show. The historic carousel and train complete the holiday magic.

EEAÂż EMÂżD:Âż7L;Âż ?J>Âż7F7Âż E;BÂż7J;IÂ When you book your Christmas New Orleans Style vacation, ask for a Papa Noel rate and celebrate for less. Itâ&#x20AC;&#x2122;s a gift from the hoteliers of New Orleans to you this December. For more information, visit www.NewOrleansOnline.com.

NewOrleansOnline.com

15


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Prospect.1 In 2008, the entire art world turned its eyes toward New Orleans. Conceived in the tradition of the great international biennials, Prospect.1 New Orleans was the largest biennial of international contemporary art ever organized in the United States. NOTMC was proud to be able to promote Prospect.1 in a variety of ways, including on the cover and in a section of Museums Magazine, in ads in a variety of top arts and culture publications, inclusion in several guidebooks and brochures, and much more.

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Museums Magazine Produced with LTB Media, this piece featured local museums, galleries, and studios. In July, 300,000 copies were printed and distributed as fulfillment pieces online, as newspaper inserts in our major markets, and direct-mailed to subscribers of major arts and culture publications. As a part of our buy, we received free ads in Culture and Travel, Art and Auction, Modern Painters, and Gallery Guides.

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Family Brochure We printed 50,000 copies of our family brochure, which was distributed in welcome centers in Louisiana, Texas, and along the Gulf Coast, and offered as a fullfillment piece online.

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NewOrleansMuseums.com Television With our television ads, we showed the world that New Orleans is a great destination for the whole family.

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COMPLIMENTS OF

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Arts & Culture campaign

Travelers were able to book hotel stays on NewOrleansMuseums.com, a NOTMC website designed to promote New Orleans as a cultural destination. NewOrleansMuseums.com ranks #1 on Google and Yahoo! for the keywords â&#x20AC;&#x153;New Orleans Museums.â&#x20AC;?

Magazine Insert/Direct Mail To reach the affluent cultural traveler, we created an eight-page color insert, which ran in Travel + Leisure and Food & Wine magazines, and was mailed directly to American Express Cardmembers.

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Overall Fun

Whether fun mean shopping in uniqu s dancing the night away, touring historic e boutiques, hitting the jackpeating the freshest seafood youâ&#x20AC;&#x2122;v homes and muse ums, youâ&#x20AC;&#x2122;ll findot at Harrahâ&#x20AC;&#x2122;s New Orleans e ever tasted, Casino, or it in New Orlea The contagious ns. Itâ&#x20AC;&#x2122;s the spirit of devil-may-care spirit of Mard everywhere you self-expression. A celebrationi Gras lingers throughout the year here. 24th annual Frenclook. In the music, the art, of individuality, of diversityâ&#x20AC;&#x201D; the food, and in h Quarter Festiv and itâ&#x20AC;&#x2122;s in the South. the al, April 11-13, one of the largesfestivals, like the t free festivals Come join us in Propose a toast 2008. Shake a tambourine. whomever you to new friends. Don a mask Dance all night. and become in New Orleans!want to be. Come out and play

â&#x20AC;&#x201D;TravelandLeisure.com and CNN headline News poll

16

ew Orleans colorful. It captuis an abstract painting: unden something differ res your attention, chang iably beautiful, a little quirk es your ent to each who y and experiences it. perspective, and manages always to mean Some come here and fall in love stunning buildings, with a Others feast their adorned with lacy wrouggorgeous old-world city filled around our world way through New Orleans, ht-iron balconiesâ&#x20AC;&#x201D;each withwith architecturally -class plotti its own ng restau their sights rich histor rhythm, the sound rants. track of our streetOthers come for the music eeing and shopping excur y. â&#x20AC;&#x201D;th sions s. ey become the notes, the Whatever New according to a Orleans means to you, voter s named her one categories: OverTravelandLeisure.com and CNN of â&#x20AC;&#x153;Americaâ&#x20AC;&#x2122;s Weekends and all Fun, Cheap Eats, Live Music Headline News poll. We Favorite Cities,â&#x20AC;? ranke , Antiques, Flea category all its After Dark. The one thing Markets, Cock d No. 1 in eight we own: an original, a one of one, acan all agree upon is that New tail Hour, Wild precious work Orleans is in a of art.

17


French Quarter campaign

GLBT campaign

Voted One of the Best U.S. Cities for Gay Travel

To promote shopping and dining in the French Quarter, NOTMC created a special French Quarter campaign. It included a brochure, billboards, direct mail, media FAM trips, and more.

Outdoor Boards

Dine All Day

Play All Night

Grab some beignets and cafe au lait at CafĂŠ du

With its eclectic mix of music clubs, cabarets,

Monde. Dive into gumbo and po-boys just about

and bars, Bourbon Street is the French Quarterâ&#x20AC;&#x2122;s

anywhere, anytime. For dinner, indulge at one of

most famous nighttime row. Just three blocks over,

the Quarterâ&#x20AC;&#x2122;s 100-year-old restaurantsâ&#x20AC;&#x201D;Antoineâ&#x20AC;&#x2122;s,

Decatur Street pulses with the sounds of the whole

Galatoireâ&#x20AC;&#x2122;s, Tortoriciâ&#x20AC;&#x2122;s, and Tujagueâ&#x20AC;&#x2122;sâ&#x20AC;&#x201D;or pick up a

world. Catch a play or musical at the newly renovated

restaurant guide for the latest award winners. Gospel

Le Petit ThĂŠatre du Vieux CarrĂŠ. Get in line for

and jazz brunches abound on the weekend. Or sail

traditional jazz at the legendary Preservation Hall.

off on a dinner jazz cruise aboard the Steamboat

Then follow the locals down to Frenchmen Street at

NATCHEZ.

the edge of the Quarter for jazz, Latin, hip-hop, and hookahâ&#x20AC;&#x201D;and groove deep into the night.

with celebrations happening year round. This year marks the 25th anniversary of the French Quarter

NewOrleansOnline.com

SummerFest, Southern Decadence, Halloween in New Orleans, Words and Music Festival, and Christmas New Orleans Style. Visit NewOrleansOnline.com to

Living History

25th An

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Start with a carriage ride. Breezing beneath lacy

iron balconies, make a list of the shops youâ&#x20AC;&#x2122;ll want to come back to. Back in Jackson Square, get your

Fall Cul B3;03@ tural Saints S Season begins eason O pener

new orleans

NewOrleansOnline.com

NewOrleansOnline.com 1N

new orleans

forever

NewOrleansOnline.com

SHOP THE FRENCH

new orleans

18

NewOrleansOnline.com

new orleans

forever

NewOrleansOnline.com

E

A

D

V

E

N

T

U

R

E

GAY TRAVEL GUIDE â&#x20AC;˘ WWW.NAVIGAYTOUR.COM

The affluent gay & lesbian market continues to be an important one for our city, as the success of the Southern Decadence Festival and Halloween attendance proves year after year.

New

find out whatâ&#x20AC;&#x2122;ll be happening when youâ&#x20AC;&#x2122;re in town.

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New Orleans Navigaytour For the second time, NOTMC and Altus Group produced the New Orleans Navigaytour, a guide to gay-friendly New Orleans. The Navigaytour was distributed as a fulfillment piece for our online marketing efforts.

Lee Tucker, http://www.jackson-square.com/tucker

h Septem ber 1)

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The only mall thatâ&#x20AC;&#x2122;s also a museum.

forever

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forever

Our food court serves gumbo and crawfish.

forever

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Williams/New Orleans Literary Festival, Satchmo

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includes Mardi Gras, Jazz Fest, the Tennessee

Shop the original mall. new orleans

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Festival. Donâ&#x20AC;&#x2122;t miss it! Our festival calendar also

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11 -13 niversa ry one 25 - 27â&#x20AC;&#x201D; For dessert, catch ofofFthereannual nchevents Jazz &to H QuWine dedicated food, like the New Orleans arte&r Fes erita ge Festiv tiva Food Experience, French Quarter Fest, portrait paintedâ&#x20AC;&#x201D;then take a peek inside historic alNew (firsOrleans t weekend l Seafood Festival, Creole Tomato Festival, and St. Louis Cathedral. Next door is the Cabildo, where ) uely Dine your way around town 2-4 â&#x20AC;&#x201D; JaTales of the Cocktail. New O the Louisiana Purchase transfer was signed. On the ; / G rleans zz & Her New Orleans, a three-month other side of the church is the Presbytere, which takes 21 itage Fest - 25 â&#x20AC;&#x201D; atNCOOLinary creation iv celebration of New Orleansâ&#x20AC;&#x2122; restaurants. And savor al ew you to the heart of Louisianaâ&#x20AC;&#x2122; s Mardi Gras year round. (l s. Royal Orleans ast wee Winfeasts the season with Reveillon December. kend) Just a few blocks away, The Historic New Orleans e &allFo Street ha od Expe s been Collection presents one of the best introductions to rience an intern 1 New Orleans history you can get. â&#x20AC;&#x201D; 8 French Q C ational uarter Tr <3 destinat ea su 6re 8â&#x20AC;&#x201D;N s (thr ion for 13 - 15 â&#x20AC;&#x201D; ew Orleans Seaf ough Septembe high-end r) oo Louisian antiques a Cajan d Festival , art, and Zydeco Fe jewelry stival fo r 1 â&#x20AC;&#x201D; CO centurie 8C:G OLinary s. Wande Summer r the Frenc New Orl 4 â&#x20AC;&#x201D; Go h Marke ea Fourth on ns (through Aug t, Amer marketp ic ust 31) the R aâ&#x20AC;&#x2122;s oldest 4 -6 â&#x20AC;&#x201D; Es lace, for public pr sence Fe iver a fresh bi 16 sculptur od -2 stival uc 0 te â&#x20AC;&#x201D; Tales e plus folk e, Creol 31 - Aug of the Co art, Afr e spices, . 3 ck ic Jax Brew â&#x20AC;&#x201D; ta an an il Satchmo d more. ery, and Then ch Summer pick up eck out Fest the upsc an outfi ale Shops t for the /C5C at Canal evening A B at Place. 2 â&#x20AC;&#x201D; Whi te Li 9 27 â&#x20AC;&#x201D; So â&#x20AC;&#x201D; Royal Streetâ&#x20AC;&#x2122;s nen Night uthern D D ecadence irty Linen Night Festival (throug

SHOP THE FRENCH

Year of Festivals Thereâ&#x20AC;&#x2122;s always a festival spirit in the French Quarter,

CBS Outdoor generously donated several billboards in and around the city. NOTMC created these boards to promote shopping in the French Quarter.

forever

S

â&#x20AC;&#x201C; PlanetOut.com

French Quarter Brochure and Direct Mail We printed 100,000 copies of our French Quarter brochure, which was direct-mailed Findin g Tr e Venture asur e into art to a target demographic and distributed in galleries along Royal an d welcome centers in Louisiana, Texas, Chartreand s streets for stun ning along the Gulf Coast, and offeredaras chitecatu ral painting s and a fullfillment piece online. host of un iq

N AV I G AY T O U R

QUARTER

new orleans

forever

NewOrleansOnline.com

NOLAFunGuide.com

GLBT Online Marketing Beginning in May 2008, we tested an online GLBT campaign, but it started slow. We responded by developing a custom landing page with an offer for the Navigaytour guidebook. The tangible incentive of a free guide was very effective, and our conversion rate for this campaign increased from an average of 0.36% to 4.25%â&#x20AC;&#x201D;a 1,180% improvement.

NOTMC partnered on NOLAFunGuide.com, an online guide to local events and festivals in the city.

19


NOPD RECRUITMENT CAMPAIGN

NOTMC Gets Behind the Badge No one handles world-class events such as the Sugar Bowl and Mardi Gras better than the NOPD. After Hurricane Katrina, the men and women in uniform helped New Orleans reclaim our standing as Americaâ&#x20AC;&#x2122;s premier big event town. This year, the New Orleans Tourism Marketing Corporation was proud to get behind the badge and manage the Police Recruitment campaign.

Bright Moments and Morgan + Company, we were able to run radio spots on urban stations. Media companies stepped up to stretch the budget with bonus space and airtime. International celebrities John Goodman and Wendell Pierce loaned their talents to the community they love. This campaign is a testament to what is possible when business, civic and government leaders work together toward a common goal, moving forward, as the copy in the campaign reads, â&#x20AC;&#x153;to a new New Orleans.â&#x20AC;?

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Television

â&#x20AC;&#x153;Public safety and the integrity of those to which it is entrusted, is a cornerstone of the rebirth of New Orleans.â&#x20AC;?

Warren J. Riley, New Orleans Police Department Superintendent Four poignant and poetic spots were created by branding agency Trumpet, shot by director Kenny Morrison of Nola Pictures, and edited by Kyle Curry of Maison Post. The ads, which won a Gold ADDY award, included actual â&#x20AC;&#x153;Our mission is to make New Orleans a safer place police officers and featured a voice-over by New Orleans to work, live and visit. To achieve that mission, we all native Wendell Pierce, star of HBOâ&#x20AC;&#x2122;s critically acclaimed The Wire. must â&#x20AC;&#x2DC;get behind the badgeâ&#x20AC;&#x2122; and be a part of the fight

NOTMC teamed with the New Orleans Police & Justice Foundation (NOPJF) to launch an NOPD recruitment campaign The New Orleans Police & Justice Foundation teamed created by branding agency Trumpet. The multimedia campaign, designed to combat recruitment challenges following with the New Orleans Tourism Marketing Corporation to launch an NOPD recruitment campaign created by Hurricane Katrina, resulted in a 400% increase in inquiries, branding agency Trumpet. The multimedia campaign, producing the three largest recruitment classes in NOPD designed to combat recruitment challenges following history. Following Katrina, active members fell from 1,600 to Hurricane Katrina, resulted in a 400% increase in 1,324, or less than 77% of the required manpower. inquiries producing the three largest recruitment

against crime. Iâ&#x20AC;&#x2122;d like to thank those in the tourism industry for your past and continued support.â&#x20AC;? â&#x20AC;&#x201C; Warren J. Riley, New Orleans Police Department Superintendent

classes in NOPD history. Following Katrina, active

The goal was to recruit 200 qualified officers in eight months, or members fell from 1600 to 1324 or less than 77% of 2,000 applicants. Also of primary consideration were addressing the required manpower. the morale of existing officers and increasing community support for the NOPD. Trumpet created the theme â&#x20AC;&#x153;Get Behind The goal was to recruit 200 qualified officers in 8 the Badge,â&#x20AC;? literally referencing the responsibility of accepting months, or 2000 applicants. Also of primary consideration was addressing the morale of existing the challenge to become a police officer as well as encouraging officers and increasing community support for the the communityâ&#x20AC;&#x2122;s support of the men and women of the NOPD. NOPD. Trumpet created the theme â&#x20AC;&#x153;Get Behind the In the context of a recovering New Orleans, joining the NOPD Badgeâ&#x20AC;? literally referencing the responsibility of was positioned as the most important law enforcement job in accepting the challenge to become a police officer the country. as well as encouraging the communityâ&#x20AC;&#x2122;s support of the men and women of the NOPD. In the context of a recovering New Orleans, joining the NOPD was The final results surpassed projections: 2,000 in-person requests for applications, almost 4,000 application downloads positioned as the most important law enforcement from more than 40,000 unique visitors to JoinNOPD.com. This job in the country. success is shared by the entire community. With the help of The final results surpassed projections: 2000

in-person requests for applications, almost 4000 application downloads off of more than 40,000 unique

Print

visitors to JoinNOPD.com. This success is shared by

print ad ran locally, thanking the NOPDup on behalf of the the entireThis community. Media companies stepped to stretchtourism the budget with bonus space and air-time. industry. International celebrities John Goodman and Wendell

20

Pierce loaned their talents to the community they love. It is testament to what is possible when

A292C6@6<; Four poignant and poetic spots were created by branding agency Trumpet, shot by director Kenny Morrison of Nola Films and edited by Kyle Curry of Maison Post. The ads included actual police officers and featured the voice over of New Orleans native Wendell Pierce, star of HBOâ&#x20AC;&#x2122;s critically acclaimed, â&#x20AC;&#x153;The Wire.â&#x20AC;?

Military Outreach

Returning military and lateral transfers (from other 6;A2?.0A6C2 police departments) were actively targeted due to their JoinNOPD.com featured a multimedia experience experience and ability to create moreasimmediate merchandising key benefits asawell the application impact as members of the NOPD. study guide, videos, and an interactive game testing if you â&#x20AC;&#x153;have what it takes to get behind the badge.â&#x20AC;?

:696A.?F <BA?2.05 Interactive ReturningJoinNOPD.com military and lateral (fromexperience other featuredtransfers a multimedia police departments) were actively due to their illustrating key benefits, astargeted well as the application,

preparation andguide, abilityvideos, to create a more immediate study and an interactive game testing if impact as a member of the NOPD.

you â&#x20AC;&#x153;have what it takes to get behind the badge.â&#x20AC;?

<BA1<<? Reinforcement of the message helped to drive interested

21


â&#x20AC;&#x153;Public safety (and the integrity of those to which it is entrusted) is a cornerstone of the rebirth of New Orleans.â&#x20AC;?

Communications & PR

â&#x20AC;&#x201C; Warren J. Riley, New Orleans Police Department Superintendent

What We Do Our staff of media professionals is ready to help visiting media find or enrich the assignment theyâ&#x20AC;&#x2122;ve been given. We specialize in television production. We provide unique story angles, insider interviews, high-resolution still photography, broadcast b-roll, itineraries, press trips and accommodations.

Outdoor Reinforcement of the message helped to drive interested prospects to the website and to call, as well as reminding the citizens that the success of the NOPD depends on community support.

IN NO OUTDOOR.indd 1

5/8/08 3:14:58 PM

Perhaps our biggest coup took place in March, when the top rated A&E TV series, Mindfreakâ&#x20AC;&#x2122;s Criss Angel, broke Harry Houdiniâ&#x20AC;&#x2122;s double-straightjacketescape-while-hanging-upside-down record. In addition to arranging Crissâ&#x20AC;&#x2122;s appearance in New Orleans, NOTMC was also able to draw a crowd of 6,000 to Bourbon Street for the cameras, while an audience of millions more looked on from around the world. OUT NO OUTDOOR.indd 1

5/7/08 4:16:17 PM

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Print To recruit on a national level, NOPJF ran print advertising in publications that targeted the ex-military segments. Individuals transferring out of the military were targeted specifically due to their prior background and training in law enforcement.

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The episode aired on A&E at 9p.m. on August 20. PR Value: $4.2 million

In 2008, our media relations team produced outstanding results for the city of New Orleans. NOTMCâ&#x20AC;&#x2122;s efforts yielded millions in media exposure for New Orleans. Our press pitches generated consistent editorial coverage in top-tier media in our key markets. Altogether, we directly assisted hundreds of journalists in 2008, generating positive exposure at a national level in print and broadcast media.

NOTMCâ&#x20AC;&#x2122;s efforts in 2008 generated $12.5 million in media exposure for the city.

Peter Greenberg Worldwide

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Criss Angel Mindfreak

Making Magic Every Day

5/21/08 4:16:59 PM

In October, NOTMC invited the nationâ&#x20AC;&#x2122;s preeminent travel expert and Emmy awardwinning writer/producer Peter Greenberg to host his nationally syndicated radio show live from New Orleans. NOTMC assisted in the production of the show Peter Greenberg Worldwide by enlisting the host venue Harrahâ&#x20AC;&#x2122;s and local engineers as well as securing on-air guests. The radio show aired November 1 on 160 stations nationwide as well as on XM satellite radio. PR Value: $90,000

23


Voted #6 of Top 10 U.S. Cities for Vacation

Communications & PR

—EntertainmentToday.com

Pauline Frommer In town to honor New Orleans with the title “America’s Most Sparkling City” as designated by Yellow Tail’s online voters, Pauline Frommer enlisted the NOTMC communications team to assist with content for her various national media outlets. Frommer, daughter of travel writing legend Arthur Frommer, is the author of her own series of travel guides, Pauline Frommer’s Travel Guides. This year, New Orleans was the featured destination on Pauline’s two-hour radio program The Travel Show, which is syndicated nationally to almost 400 stations. Pauline also talked up what’s new in New Orleans on an eightminute video segment featured on CNN.com. In addition, Pauline featured New Orleans on her “Vacation Doc” column on MSN.com. PR Value: 28,000,000 visits per month

Today Show

Festivals And Special Events

Familiarization Trips (FAM Tours)

NOTMC’s PR team secured coverage for New Orleans in the October issue of Travel + Leisure magazine in an article on affordable getaways to American cities. When features editor Nilou Motamed joined Ann Curry on the Today Show to highlight these travel deals, they called on NOTMC to provide our “Come Out and Play” video as b-roll for the on-air segment. Motamed referred to New Orleans as “hospitable and fantastic” and a place that “knows how to entertain you!” In December, Peter Greenberg listed New Orleans as a budget-friendly holiday location to visit, with Papa Noël hotel rates as low as $49. PR Value: $140,000

NOTMC often collaborates with other tourism entities and industry partners by supporting their efforts to reach leisure travelers. To coincide with the advertising campaign, our team worked closely with festival organizers to provide public relations and communications support for all festivals. NOTMC also produced the Mardi Gras Marathon press conference in February along with a local print, broadcast and online media push. Altogether, festival and special event support totaled a PR value of $239,000.

In 2008, NOTMC hosted three strategically focused FAMs to introduce journalists to the city firsthand. In April, NOTMC hosted the Society of American Travel Writers’ (SATW) annual Editors Council Conference. Editors from outlets including the Associated Press, USA Today, Coastal Living, and The Miami Herald experienced tours of area swamps and plantations, the local arts scene, historic homes, culinary tours, and volunteer opportunities. The total PR value of the coverage from this trip was $1,958,000.

Laura McKenzie’s TRAVELER Two episodes of Laura McKenzie’s TRAVELER were shot in New Orleans in 2008; one aired in the summer and one during the Christmas season. Laura is a USA Weekend featured travel writer, as well as a regular contributor to the CBS Early Show. Laura McKenzie’s TRAVELER airs in broadcast syndication on over 130 network affiliate stations throughout the U.S. Both episodes will air on the Travel Channel no less than three times in 44 countries around the world. PR Value: $200,000

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During the Vieux-To-Do Festival in June, NOTMC hosted six writers from Chile Pepper magazine, ArtsHouston magazine, KRTS Houston (Delicious Mischief), Parents & Kids magazine, The Nashville Tennessean, and the San Antonio Express-News. The writers also took in cultural tours at The Historic New Orleans Collection, The Cabildo, and the Napoleon exhibit at the Old U.S. Mint. They received a private tour of the brand new Audubon Institute Insectarium and ate at Muriel’s, the Red Fish Grill, and Arnaud’s. The stories from this press trip will be placed in media outlets prior to the Vieux-To-Do festival in June 2009.

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Communications & PR

VALUE REPORTS

Harrah’s Value Report Harrah’s New Orleans Casino continues to be a major marketing partner of NOTMC. As part of Harrah’s agreements with both the City of New Orleans and the hotel industry, the casino’s payment of $2 million annually to NOTMC goes directly towards marketing efforts, allowing us to broaden the effectiveness and reach of our campaigns. The tax-based portion of our funding varies from year to year, but the contribution from Harrah’s remains constant. In 2008, Harrah’s received $13,468,770 in marketing value from exposure in our ads, online marketing, and public relations.

Print Production Work In 2008, a very important part of our job at NOTMC was to help journalists get their stories. We were instrumental in capturing some great coverage for New Orleans in these and other major national outlets. Magazines: AAA Car & Travel Arthur Frommer’s Budget Travel Hallmark Outside Saveur Southern Living Vogue August Man (Singapore)

Newspaper: The Dallas Morning News The Philadelphia Inquirer New York Post The Advocate Associated Press (AP)-Baton Rouge Bureau The Birmingham News Chicago Tribune Memphis Commercial Appeal Fort Worth Star-Telegram The Island Packet The New York Times Reno Gazette-Journal The Sacramento Bee The State The Times-Argus

RTA Value Report

A Note About PR Values NOTMC value reports capture opportunities generated as a direct result of FAM tours, story pitches, and publicity efforts. A conservative industry standard formula is used to determine the value of specific coverage. The formula takes into account a media outlet’s advertising rate and the length of the coverage received.

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Our partnership with RTA continued in 2008. NOTMC receives 40% of all revenues generated by an RTA/hotel tax. Half of this amount is dedicated to the Ernest N. Morial Convention Center, while 16.55% is dedicated solely to tourism marketing. The Mayor’s Office of Tourism receives 3.45%. The RTA streetcar receives great exposure in our ads, online marketing, and public relations. The value of that exposure in 2008 was $5,409,482.

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Financial Report

MORE

Statement of Revenues and Expenditures for Year Ended 12/31/08

… EARS OUR O T C USI M

Revenues Base Funding/City of New Orleans Hotel/Motel Occupancy Tax RTA/Hotel Tax Casino Funding/Leasing Agreement with City of New Orleans Harrah’s Marketing Fund (Agreement with Hotel Industry) HUD/LOT Community Development Block Grant Other Revenue (Co-op Sales & Partnerships) Interest Income TOTAL REVENUE

$ 1 , 0 0 0 , 0 0 0 *$250,000 received after Dec. 31, 2008 $3,738,410 *$533,450 received after Dec. 31, 2008 $2,499,152 *$544,362 received after Dec. 31, 2008 $1,000,000 $1,000,000 *$83,333 received after Dec. 31, 2008 $3,810,610 $141,701 $97,291 $13,287,164

Expenditures Ernest N. Morial Convention Center New Orleans Metropolitan Convention & Visitors Bureau New Orleans Multicultural Tourism Network Mayor’s Office of Tourism & Arts New Orleans Film & Video Commission New Orleans Music & Entertainment Commission Corporate Funding Agency, Sales, Barter Fees Summer/General Media Summer/Museums Niche Media Christmas New Orleans Style New Orleans Police Recruitment Campaign ESSENCE/Multicultural Campaign Internet Marketing Public Relations Production Summer Convention Fund Telemarketing Fulfillment Research Promotions/Festival Support Marketing Technologies Salaries and Payroll Tax Expenditures General and Administrative TOTAL EXPENDITURES Excess of Revenues Over Expenditures *Total amount received subsequent to December 31, 2008 was $1,422,365.

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$1,249,576 $1,066,142 $355,381 $86,221 $75,000 $75,000 $64,598 $1,035,119 $4,241,932 $218,000 $473,916 $100,000 $342,843 $1,063,719 $356,495 $754,514 $155,000 $4,113 $120,912 $140,820 $100,000 $6,105 $559,996 $252,995 $12,898,397 $388,767

 #3 of Top 10 European Getaways in the Americas - ShermansTravel.com

 One of Top 10 Guy Trips - STA Travel  One of America’s Iconic Music Cities - Forbes Traveler

 #5 Top Arts Destination - AmericanStyle Magazine  NOWFE voted one of Best U.S. Wine + Food Festivals - Forbes Traveler

 Voted #1 for Live Bands/Music, Vintage Shopping, Destination Restaurants, and Ethnic Food/Cheap Eats - Travel + Leisure  Best Domestic Business City - Global Traveler Magazine

 French Quarter voted one of America’s Oldest Neighborhoods - Forbes.com

 #6 of Top 10 U.S. Travel Destinations - hotelsbycity.com

 America’s most Sparkling City - Yellow Tail Wines

 Top Culinary Destination - Forbes Traveler

 #6 Top U.S. Destination for July 4th - Priceline.com

 One of Top 5 Spooktacular Halloween Weekend Destinations - Hotwire.com

 Voted among Best Walking Cities - Crocs and CitiesByFoot.com  One of World’s Best Cities for Music - msntravel.com  One of Top 10 Active Spring Vacations - gorp.away.org

 New Orleans Jazz & Heritage Festival named among Top Ten Festivals to Attend on Holiday - Directline Holidays UK  Celebration in the Oaks named among 10 Great Places to Visit During the Holidays - USA Today

 #6 Top Bachelor Party Destination - Askmen.com  One of World’s Best New Year’s Eve Parties - Budget Travel and CNN.com


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