case study
Agency
Success Story
When the Deepwater Horizon oil rig exploded in the Gulf of Mexico, the Louisiana Office of Tourism employed Deveney Communication to create and implement its response campaign to the massive oil spill—the worst environmental disaster in U.S. history—and preserve the image of an industry that employs more than 200,000. The firm was charged with responding to the whirlwind around the media crisis, promoting the facts–despite powerful imagery propagating misperceptions—and proactively preserving the Pelican State’s $9.4 billion tourism industry.
The Task
On April 20, 2010 an explosion on the Deepwater Horizon led to a gushing oil leak that threatened the coastal region and Louisiana’s vital tourism industry. By July 15, the leak was capped, but the polluted perceptions were projected to cost the coastal region between $7.6 and $22.7 billion over the next three years. Louisiana Office of Tourism commissioned Deveney Communication to forge an aggressive campaign that would immediately respond to the media whirlwind and preserve the Pelican State’s $9.4 billion tourism industry.
The Strategy
Information collected during the exhaustive research phase laid foundation for the crisis communications strategy. Deveney crafted a campaign capable of resonating within different populations by incorporating Louisiana tourism messages into all tactics. With an understanding that all coverage of Louisiana impacts potential tourists’ perceptions of the state, the quantity of media coverage surrounding the oil spill encouraged us to aspire for media relations opportunities beyond tourism topics.
The campaign applied a 360-degree immersive approach to address interests outside of tourism, orchestrating a diverse network of experts to banner our messaging in interviews. These experts secured targeted interviews, and then presented their insights in a context promoting visiting Louisiana.
The Result
