2019 campaigns - new orleans metropolitan association · 2019-10-24 · ©2018 proprietary &...

©2018 PROPRIETARY & CONFIDENTIAL. ALL RIGHTS RESERVED. 1

2019 CampaignsOct 1, 2019


Focus for 2019

1. Continue our creative storytelling platform, which isn’t just a means of entertainment, but as an act

of creating stories that drive culture seekers to influence other visitors to explore New Orleans.

2. Do fewer things, better. Rethink our media mix to consider newer storytelling platforms like

streaming and podcasts.

3. More consistent geographic consideration, using visitation data. Ad support includes “quick hit” and

“investment” markets.

4. Put diversity and inclusion front and center. Not just in every channel, but by working with

properties that share our values.

5. Utilize integrated PR/influencer plans that amplify creative tentpoles and media moments to drive

earned and paid results.


Target Audience

Source: M1 Panel


Accounts for 79% of 2017 Visitations

• Louisiana

• Texas

• Alabama

• Mississippi

• Tennessee

• Georgia

• Illinois

• Florida

• Maryland/Washington D.C.

• New York DMA

• Los Angeles, CA DMA

• San Francisco, CA DMA

Accounts for 79% of 2017 Visitations

• Louisiana

• Texas

• Alabama

• Mississippi

• Tennessee

• Georgia

• Illinois

• Florida

• Maryland/Washington D.C.

• New York DMA

• Los Angeles, CA DMA

• San Francisco, CA DMA

Source: DKS 2017 ResearchSource: DKS 2017 Research

= “Quick Hit” States = “Investment” States/Markets

2019 Geographic Targeting


1st Half 2019 Marketing Campaigns

January – MarchSkull & Bones

March - AprilCaramel Curves

May - AugustSummer


Northside Skull & Bones

Timing: 1/1 – 3/3

Creative: :06, :15, :30 and :90 video assets

Goals:• Segment audience based on total sizes : 60% CS, 25% AA, 15% LGBT• Market a diverse channel mix based with a heavy up in video, ultimately driving to NewOrelans.com• Align with contextually relevant events such as the Academy Awards


Caramel Curves

Timing: 3/11 – 4/14

Creative:• Tune-in video assets • (3) 5 minute episodes

Goals:• Drive tune-in to with a diverse channel mix driving to Instagram’s newest emerging

platform, Instagram TV (IGTV) • Segment audience based on total sizes : 60% CS, 25% AA, 15% LGBT• Align with culturally relevant OOH markets that have female motorcycle crews and over

index for Instagram users.

Channels:


Summer Broadcast & Video Campaign


World Pride (NYC) – June


6.5MM+ estimated impressions

20k+ beads distributed

1200 new email sign-ups

1400 sno-balls served


Activation Goals:• Holistic, intentional marketing to a diverse

audience who can influence tourism spend, in general AND with local, diverse businesses.

• Encourage visitors to consider New Orleans not only a travel destination, but also a place for economic and higher educational opportunities.

Why Martha's Vineyard?It’s the summer home of black heritage, black excellence, and black friends and family. The ROI of marketing on The Vineyard in August is high.

Martha’s Vineyard Activation – August


Cultural Tourism • Interactive Mardi Gras Indian Beading• African American Heritage Trail Tour

Higher Education Open House

Economic Development & Political Landscape Panels (2)1) Panel engaging attractive investor and management demographic, showcasing NOLA as viable for financial & human capital investment2) Cedric Richmond & Marc Morial on "2020"

Co-branded Reception with OWN, featuring Queen Sugar stars, NOCCA Alum jazz quartet & SNO-LA snowballs


PR/ Influencer Marketing

BROKE “BORING TOUR GUIDE” CONVENTIONS

Leading national trade and lifestyle publications like Fast Company and USA

Today joined our three attendees to drive eyeballs to NOTMC’s IGTV Tourism Show

BROUGHT OUR NOLA KREWE TO A GLOBAL AND HISTORIC EVENT

Media and Influencers clamored for the once-in-a-lifetime opportunity to march with

NOTMC at the 50th Anniversary of Stonewall in a unique New Orleans riverboat parade

float.

CREATED THE ULTIMATE NOLA MUSIC EXPERIENCE

Lifestyle, AA and LGBTQ+ media and influencers kickstarted the NOTMC Offline Playlist with an exciting musical weekend, giving their followers a taste of the vibrant

music scene New Orleans has to offer.

14©2018 PROPRIETARY & CONFIDENTIAL. ALL RIGHTS RESERVED.

What’s left for 2019?


Q3 & Q4 Media Timeline


Holiday Broadcast, Video & Digital Campaign

Timing: Early October through Mid-December

Creative:• :15/:30 Holiday Spots• Interactive video units• Holiday banners

Goals:• Drive visitation during the holiday season• Leverage SEC football as anchor programming, and include the

Bayou Classic as part of this schedule• Video and banner media support to drive home seasonal

messaging

Channels:


Spread holiday messaging at scale with over 75MM National TV impressions!

Inspire Culture Seekers to book a New Orleans holiday trip by airing seasonal television ads during major college football gameswith ties to the south and New Orleans.

Programming: :15s ads (20x)

Game Schedule:

10/12 – Alabama @ Texas A&M or Florida @ LSU10/19 – Tennessee @ Alabama10/26 – Auburn @ LSU (w/ billboard)11/2 – Georgia vs. Florida11/9 – LSU @ Alabama (w/ billboard)11/16 – Florida @ Missouri or South Carolina @ Texas A&M11/16 – Georgia @ Auburn11/23 – Texas A&M @ Georgia


PR/Influencer Marketing to close out a fantastic year.

RECOGNIZED NOLA’S SHARED VALUES AS AA DESTINATION WITH MARTHA’S

VINEYARD

We brought the special aspects of NOLA’s rich AA heritage to MV through must-attend events like a Queen Sugar launch party with media at targeted publications like Essence

and Conde Nast Traveler

CELEBRATED THE 70TH

ANNIVERSARY OF THE STORMING OF THE SAZAREC WITH NATIONAL

MEDIA

Hosted media event at a top cocktail venue in Manhattan and led by a leading

NOLA bartender to celebrate the 70th

anniversary of a historic moment in NOLA and women’s rights history.

PUTTING NOLA IN THE SPOTLIGHT FOR HALLOWEEN AND YEAR-END/ NEW YEAR

DESTINATION LISTS

Partnering with family and travel photographer influencers to ride in the Krewe Of Boo parade

and capture all of the mysticism that can be experienced in New Orleans around Halloween.

We’ll close the year with a push to earned media to make NOLA a top “end of year hit list”

destination for 2020.


The New OrleansOffline Playlist


The Offline Playlist is a project that brought New Orleans musical heroes together with the fans who were listening to them.

Together, the lineup represents more than 100 million Spotify streams, 6 Grammy nominations, and ranges in age from 25 to 87.

This project will become broadcast TV, a full length movie, and a live album. And it’s the first time anyone has recreated and shot a film based on a Spotify playlist.

The Offline Playlist was created from Spotify data to represent the true sound of the city, from jazz to hip hop, funk to blues, zydeco to indie.

It combines the best of NOLA talent and diversity together under one project.

Offline Playlist – concept


Preservation Hall Jazz BandJon BatisteMannie FreshCurren$yIrma ThomasWalter Wolfman WashingtonDirty Dozen Brass BandAlynda SegarraBoyfriendAmanda ShawCraig Adams

Offline Playlist – artists


Sept 25, 2019:• Live version of Playlist songs (Side B) goes live on

Spotify • PR/Influencer launch with trailer video

Oct 2019 – Full-length film complete; launch date

and format TBD based on film festival entries

Jan 2020 – Broadcast, digital and media campaign

launch

Offline Playlist – key dates


Thank You

2019 campaigns - new orleans metropolitan association · 2019-10-24 · ©2018 proprietary &...

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