City Council Presentation
November 15, 2019

 Overall strategic approach
Next year, we’ll continue, under the
auspice of New Orleans & Company, to tell
great New Orleans stories that appeal to
our proven target, the Culture Seeker, with
an emphasis on celebrating and
preserving our musical heritage.
We’ll invite them to leave with a story,
becoming ambassadors for New
Orleans and inspiring others to travel
here as well.

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 Objective One

Objective Two

Increase visitation and spending yearover-year by promoting our major
messaging pillars through traditional,
digital, search and social media
channels.

Position New Orleans as a premier
travel destination with a new
campaign that highlights the stories
that music can create by bringing
people together.

Objective Three

Objective Four

Generate and post editorial content
that optimizes the leisure content
on NewOrleans.com and
GoNOLA.com

Continue to emphasize our city’s
history of and reputation for
diversity and inclusion.

 Media DMAs
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* NOTE: These markets are our current 2019 markets
and data at year end will assist us in optimizing these
for 2020.

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= “Quick Hit” States

Louisiana
Texas

Alabama

Mississippi
Tennessee
Georgia
Illinois

Florida

Maryland/Washington D.C.
New York DMA

Los Angeles, CA DMA

San Francisco, CA DMA

= “Investment” States/Markets

 2020 Campaign: Offline Playlist
When we feel like we have nothing in
common, music brings us together.
Our platform is about stories. Over the past year,

we’ve been sharing new stories about the people
and life in New Orleans, like Unexpected Tour
Guides. In 2020, we will be continuing this

platform with a new campaign that highlights the
stories that music can create by bringing people
together.

5

 Social Media
/NewOrleans (Visit New Orleans - leisure)
/NewOrleansandCo (business)
/VisitNewOrleans
/GoNOLA504
/VisitNewOrleans
/GoNOLA504
/NewOrleansandCo
/VisitNewOrleans
/NewOrleansCVB (weddings)
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 Launching the new campaign
FALL 2019

Film Screenings

JAN

FEB

MAR

Offline Playlist TV Campaign

APR

MAY

Film Promotion

JUN

JUL

Summer Event Promotion

Activations (TBD)

Always On Search and Social Media

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AUG

SEP

OCT

Halloween

NOV

DEC

 Diversity & Inclusion Initiatives – Capacity Building
 Continue initiatives which increase tourism
dollars into a broad array of local, diverse
businesses across New Orleans.

 Continue the “In It To Win It” workshops
(co-produced with NOMTN), our free,
quarterly workshops for local and diverse
businesses to equip and connect them with
resources to thrive in the tourism-driven
economy.

 Focus on sustainability, amplifying and
doubling down on efforts to attract culture
seekers who want to connect to our
community of culture bearers.

8

 Diversity & Inclusion Initiatives – Capacity Building
Expand Supplier Diversity/DBE Reach,
including:
 Increase non-media services and projects
spend over 2019 (over 31%).
 Agency, 360i, is building upon their
successful approach, including:
 Increase overall spend
 Increase the number of diverse
business participants
 Engage black female-owned
businesses
 create venues to connect NOLA
diverse businesses with potential
client opportunities
 Continue mentoring diverse
businesses.
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 Diversity & Inclusion – Marketing
 Focus on tactical channels to reach our AA, Culture Seeker and
LGBTQ+ Culture Seeker by working with media partners,
vendors and partners that share our values.

 Partner with the New Orleans Tribune to publish and distribute
the Welcome Guide for Black Tourists.
 Sponsor/host National Black Restaurant Week

 Essence Festival: Leverage the most significant annual
opportunity for NOTMC to create impact for diverse, local
businesses by pushing content via Essence media channels and
connecting event planners with diverse businesses in NOLA.
 Build on the success of 2019’s Martha’s Vineyard activation.

 Support LGBTQ+ events around the country, similar to 2019’s
World Pride activation.
 Continue to focus on editorial content that directly supports
local, diverse businesses.

10

 Healthy Hospitality Initiative
Continue support of 504HealthNet’s work on
Healthy Hospitality to provide access to local
network clinics for hospitality service workers.
Partner with the New Orleans Tribune to
publish and distribute the Welcome Guide for
Black Tourists.
Focus on sustainability, amplifying and
doubling down on efforts to attract culture
seekers who want to connect to our
community of culture bearers.

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