To ratchet up interest in New Orleans as an entertainment/cultural center following the destruction wrought by Hurricane Katrina, the Louisiana Office of Tourism retained Deveney Communication to come up with a course of action.
The campaign’s linchpin was an “Only in Louisiana” luncheon to celebrate the first-ever Grammy Award for Best Zydeco/Cajun Music Album. Held during the week of the 2007 Grammys, it showcased Louisiana’s ties to the entertainment industry, featuring a speech by the Louisiana Economic Development Secretary and performances by local talent.
The event (see picture above) was attended by a crowd of 300 leading entertainment execs, some of whom have since traveled back to scout for locations; to date, six feature films have been produced, representing a $400 million investment. â–
Honorable Mentions:
Stern Ariely PR & Pampers: Pampers House: Seeing the World through the Baby’s Eye—During the “Pampers House Event,” parents experienced a simulated version of the world from their baby’s perspectives, helping Pampers to become the category’s media coverage leader for a quarter in 2008.
Coyne PR & Humana: Freewheelin’—To combat the nation’s obesity rate, Humana launched Freewheelin, a program offering free bikes to employees. Participants logged 41,724 miles, burned 1.3 million calories and reduced their carbon footprint by 14.6 metric tons.
Celebrity Cruises & Emanate: Celebrity Solstice Sets Sail—To publicize its new ship, Celebrity Solstace, Celebrity Cruises and Emanate held events including “Leading Ladies, and “Chat with the Chief,” prompting a 74% increase in bookings.
Hampton Hotels & Cohn & Wolfe: Save-A-Landmark—In 2008, the Save-A-Landmark program embarked on its “Landmark Legends” project, preserving six hotel sites that celebrate the lives of six iconic figures including MLK Jr. and Amelia Earhart.
Coyne PR & SEMA: Pennzoil Platinum Poker Challenge—To directly connect with target audiences, SEMA created the Pennzoil Platinum Poker Challenge, a Texas Hold ’Em-style tournament that gave teams the chance to strengthen relationships with stakeholders.
Ogilvy PR & Promise: Margarine Gets back into the Game with the Promise Cardio Kickoff—To overtake competitors, Promise unleashed its Promise Cardio Kickoff during Super Bowl 2008, which featured the World’s Largest Spread—a collection of 600 dishes using Promise margarine.