Marketing During a Crisis

Marketing during a Crisis
How advertising helped save the day

VISIT
PENSACOLA
Pensacola Beach • Perdido Key

VISIT
PENSACOLA
Pensacola Beach • Perdido Key

"Pensacola,
the
western
gate
to
the
Sunshine
State,

where
thousands
live
the
way
millions
wish
they
could,

where
the
warmth
of
our
community
comes
not
only

from
God's
good
sunshine,
but
from
the
hearts
of
the

people
who
live
here.
Welcome
to
Pensacola,
America's

ﬁrst
place
city
and
the
place
where
America
began."
Vince
Whibbs

Oldest City in the United States
• 1559 - Don Tristan DeLuna
• First Mass in the United States
• City of Five Flags

• Cradle of Naval Aviation
• U.S. Navy Blue Angels
• National Flight Academy

Visit Pensacola Deepwater Horizon Crisis Response

July 12
BP rejects Florida’s
request for October 15
additional $50m to Three-day “DeLuna Fest” April 2011
promote tourism supported with $300k from Coastal Living Magazine:
TDC, including $50k from BP “Dream Town: Pensacola” 4+
July 2 pages of all things Pensacola!
Mid-August
“Oil Impact August $700k American Express 2010 Lodging Revenues March 2011
Notices” posted Escambia County voucher program October up 15.8%
Mid-July Escambia
on Escambia receives $1.3m in BP implemented, supported September 1 November up 5%
“Explore the Many County receives
County beaches money through the by $300k ad campaign Lodging revenue up 17%, 2011 Lodging Revenues
Sides of Pensacola” December up 18% $615k from BP
TV ad campaign Northwest Florida first increase since May January up 11% to replace lost
Tourism Council lodging revenue
2010 2011
July August September October - December JAN FEB MAR APR

July 4 February 2011
Some beach businesses August 4 Deep cleaning April 18, 2011
report losses of 50-80 Well achieves “static September 19 of beaches Escambia County
percent on what is condition” significantly Relief well completed. complete receives $4.4m in
Mid-August
traditionally the most slowing oil leakage Well declared BP money
Escambia County
lucrative tourism revenue drops 11.31% “effectively dead”
weekend of the year from 2009, least decline 2011
of any coastal county PR team makes visits to
January 2011 Atlanta, Chicago and
July 19 Team continues clean- New York
Clean and Fun up updates on Curious
YouTube video About Our Coast blog

2011
Local chefs selected to
showcase Gulf Coast seafood
at James Beard House

Spring 2010

Life is good.....

Oil Spill Update hot button
posted on VisitPensacola.com staff at VIC and area hotels

May 1

Visit Pensacola begins daily
updates on Facebook, Twitter

Mid-May
Early May October 2009/April 2010 Visit Pensac
May 1 Talking points citing trusted Rising lodging revenues answers mo
sources developed for front desk
staff at VIC and area hotels and strong advance May 7 from media
posted on VisitPensacola.com June 4
booking lead to optimism “Coast Is Clear”
Visits to VisitPensacola.com reach globe, inclu
May 1
about upcoming tourism 8,000, an all-time daily record
Internet campaign Press, Finan
dates on Facebook, Twitter season April 30
June 3 initiated Street Journ
Gov. Crist asks BP for Month
Escambia $50m for
additional
County NBC VisitPensa
Nightl
Mid-May EOC activated
preparedness efforts up 54% o
/April 2010 Visit Pensacola PR team
revenues
vance
o optimism
May 7
“Coast Is Clear”
April 2010
answers more than 100 calls
from media across the
May 25
May
globe, including Associated June 20
ng tourism Internet campaign Gov. Crist announces $25m
Press, Financial Times, Wall “Curious About Our
April 30 initiated Street Journal, 0 2 1 2 2
2 MSNBC, 23 2from2 5 to2promote beach 2 9
4 BP 6 2 7 2 8
tourism,Escambia County
3 0 1 2 3 4 5June 11 8 9 1 0 1 1 1 2
6 7 1 Coast” campaign 6
3 14 15 1 17 18
Escambia County NBC Nightly News and CNN MSNBC’s “Morning initiated
EOC activated receives $1.4m Joe” broadcast live
from Pensacola Beach
2010 May June
2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 2 3 Mid-May 7
24 25 26 2

May 4 Visitors beg
June 2 BP promises to cancel
April 22 Northwest Florida June 23
Mid-May First oil appears on reservations
May 4 Visitors begin Deepwater Horizon closed to fishing $25 million to 10
waters
BP promises to cancel
sinks Florida toward detected insideMay 9Pensacola Beach. “Health
June
Oil advisory” issued for
22 May 19
pwater Horizon $25 million to reservations
Oil reaches clean-up efforts
Pensacola Bay Perdido Key and portions
Tar balls reported on
Florida toward May 9 Louisiana mainland of Pensacola Beach.
clean-up efforts Tar balls reported on Dauphin Island, Alabama
Month of June June 24
Dauphin Island, Alabama
14,000 articles mentioning the Pensacola Bay
May 6 Photograph of
May 6 June 4 Area and the oil spill run in the media beaches appea
Oil sheen detected off Early May First tar ballsOil sheen detected off
reported Early May page 1A of Pen
Chandeleur Islands Visit Pensacola assembles on Pensacola Beach.
Chandeleur Islands
crisis communications team Gov. Crist requests $100m Visit Pensacola assembles News Journal (
is reprinted in m
of hoteliers, fishing boat from BP for clean-up crisis communications team than 120 news
captains, restaurateurs and of hoteliers, fishing boat across the U.S.
Horizon other industry officials
April 20 captains, restaurateurs and
Deepwater Horizon other industry officials
explodes

Visit Pensacola Deepwater Horizon Cris
Early May
May 1 Talking points citing trusted
Early May
Oil Spillpoints citing trusted
Update hot button sources developed for front desk
May 1 Talking staff at VIC and area hotels
posted on developed for front desk
sources VisitPensacola.com June 4
posted on VisitPensacola.com staff at VIC and area hotels June 4 Visits to VisitPens
May 1 Visits to VisitPensacola.com reach 8,000, an all-time
May 1 Visit Pensacola begins daily 8,000, an all-time daily record
Visit Pensacola begins daily updates on Facebook, Twitter June 3
dates on Facebook, Twitter June 3
Gov. Crist asks BP for
additional $50m for additional $50m for VisitPensa
Mid-May Mid-May efforts
preparedness preparedness efforts up 54% o
/April 2010 October 2009/April 2010 Visit Pensacola PR team Visit Pensacola PR team
revenues Rising lodging revenues answers more than 100 calls
vance answers more than 100 calls
and strong advance May 7 from media across the
o optimism May 7 May 25 from media across the
“Coast Is Clear” globe, including Associated May 25 June 20
ng tourism booking lead to optimismInternet campaign “Coast Is Clear” Gov. Crist announces including Associated
globe, $25m
Press, Financial Times, Wall Gov. Crist announces $25m “Curious About Our
about upcoming tourism initiated
April 30 Street Journal,Internet campaign
MSNBC,
from BP to promote beach
Press, Financial Times, Wall June 11 Coast” campaign
season
Escambia County April 30 initiated
NBC Nightly News and CNN
Street Journal, MSNBC, MSNBC’sBP to promote beach initiated
from “Morning
EOC activated receives $1.4m tourism,Escambia County
Joe” broadcast live
Escambia County NBC Nightly News and CNN
receives $1.4m
2010 May EOC activated June
April 2010 May
23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 June
20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10
June 2
Northwest Florida June 23
Mid-May First oil appears on
Visitors begin waters closed to fishing
May 4 June 10 Pensacola June 2
Beach. “Health
BP promises to cancel advisory” issued for
22 May 19 Oil detected inside
$25 million to reservations Mid-May Pensacola Bay
Northwest Florida
Perdido Key and portions
pwater Horizon Oil reaches
Florida toward May 9 Louisiana mainland Visitors begin waters closedof Pensacola Beach.
to fishing
clean-up efforts May 4 Ju
Tar balls reported on to cancel
April 22 BP promises May 19 Month of June June 24 O
Dauphin Island, Alabama reservations
Deepwater Horizon $25 million to 14,000 articles mentioning the Pensacola Bay
Oil reaches and the oil spill run in the media Photograph Pe
of
May 6 June 4 Area
sinks Florida toward May 9 Louisiana mainland beaches appea
Oil sheen detected off Early May First tar balls reported
Chandeleur Islands clean-up efforts Tar balls reported on on Pensacola Beach.
page 1A of Pen
Visit Pensacola assembles News Journal (
Month of Ju
crisis communications team Gov. Crist requests $100m
Dauphin Island, Alabama is reprinted in m
of hoteliers, fishing boat from BP for clean-up 14,000 artic
than 120 news
captains, restaurateurs and May 6 June 4 Area and th
across the U.S.
Horizon Oil sheen detected off
other industry officials Early May First tar balls reported
of hoteliers, fishing boat from BP for clean-up
April 20 captains, restaurateurs and
Deepwater Horizon other industry officials
explodes

Spot Market Television

Markets:
Houston, Dallas, New Orleans, Baton Rouge,
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Chicago, Indianapolis, Little Rock, Washington DC

Local Media

Invite-A-Friend
• Newspaper
• Print
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• Internet
• Digital Outdoor

pwater Horizon Crisis Response
Early May
Oil Spill Update hot button sources developed for front desk
staff at VIC and area hotels
posted on VisitPensacola.com June 4 June 4
Visits to VisitPensacola.com reach Visits to VisitPensacola.com reach
May 1 8,000, an all-time daily record
Visit Pensacola begins daily 8,000, an all-time daily record
June 3 Gov. Crist asks BP for June 30 Month
Gov. Crist asks BP for additional $50m for Monthly visits to VisitPensa
additional $50m for Mid-May preparedness efforts VisitPensacola.com up 54% o
revenues
preparedness efforts up 54% over 2009
eam
vance May 7 from media across the
100 calls
o optimism “Coast Is Clear” May 25
ng tourism Gov. Crist announces $25m
he Internet campaign Press, Financial Times, Wall “Curious About Our
May 30
April 25 initiated from BP to promote beach June 11
ociated Street Journal, MSNBC, June 20
Coast” campaign
Gov. Crist announces $25m MSNBC’s “Morning
es, Wall Escambia County NBC Nightly News and CNN
receives $1.4m“Curious About Our
initiated
EOC activated to promote beach
from BP June 11 Joe” broadcast live
NBC, Coast” campaign from Pensacola Beach
2010
and CNN
receives $1.4m May MSNBC’s “Morning
Joe” broadcast live
initiated June
June
23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

2 1 2 2 2 3 2 4 2 5 2 6 2 7 2 8 2 9 3 0 3 1 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2June 2 2 4 2 5 2 6 2 7 2 8 2 9 3 0
23 June 23
Mid-May Northwest Florida
waters closed to fishing First oil appears on
May 4 Visitors begin Pensacola Beach. “Health
June 10
$25 million to June 2 reservations Perdido Key and portions
pwater Horizon Oil reaches June 23 Pensacola Bay
Northwest Florida
waters closed to fishing reported on
clean-up efforts First oil appears on
Tar balls
Dauphin Island, Alabama June 10 Pensacola Beach. “Health Month of June June 24
19 Oil detected inside advisory” issued for 14,000 articles mentioning the Pensacola Bay Photograph of
May 6 June 4 Area and the oil spill run in the media
aches Pensacola Bay Perdido Key and portions
First tar balls reported
beaches appea
Oil sheen detected off Early May
ana mainland of Pensacola Beach. Beach. page 1A of Pen
Chandeleur Islands Visit Pensacola assembles on Pensacola
News Journal (
crisis communications Month of June
team Gov. Crist requests $100m
is reprinted in m
of hoteliers, fishing boat from BP for clean-up 24
June than 120 news
captains, restaurateurs and Photograph of oil on across the U.S.
Horizon
June 4
other industry officials Area and the oil spill run in the media beaches appears on
First tar balls reported
page 1A of Pensacola
on Pensacola Beach.
News Journal (Photo
Gov. Crist requests $100m
is reprinted in more
from BP for clean-up
than 120 newspapers
across the U.S.)

Early May
posted on VisitPensacola.com staff at VIC and area hotels June 4
Visits to VisitPensacola.com reach
15000
May 1
8,000, an all-time daily record

additional $50m for VisitPensa
Mid-May preparedness efforts up 54% o
revenues
vance
11250 May 7
from media across the
o optimism “Coast Is Clear” May 25
ng tourism Internet campaign Gov. Crist announces $25m
Press, Financial Times, Wall “Curious About Our
April 30 initiated from BP to promote beach June 11
Street Journal, MSNBC, Coast” campaign
Escambia County tourism,Escambia County MSNBC’s “Morning
NBC Nightly News and CNN initiated
receives $1.4m Joe” broadcast live
7500
EOC activated
2010 May June
23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

3750 June 2
May 4 June 10 Pensacola Beach. “Health
$25 million to reservations Perdido Key and portions
pwater Horizon Oil reaches Pensacola Bay
0
clean-up efforts Tar balls reported on
April
May 6 June August October
June 4 December
Area and the oil spill run in the media
Photograph of
beaches appea
Oil sheen detected off Early May First tar balls reported
page 1A of Pen
News Journal (
is reprinted in m
of hoteliers, fishing boat from BP for clean-up
than 120 news
captains, restaurateurs and across the U.S.
Horizon other industry officials

Articles Mentioning Oil Spill and Pensacola Bay Area

Pensacola Market
Travelocity Booking YOY 2010

Jan. +24%
Feb. +3%
March +22%
April +20%
May -1.2%
June -23%

July 12
Early May BP rejects Florida’s
May 1 Talking points citing trusted request for
posted on VisitPensacola.com staff at VIC and area hotels additional $50m to June 4
promote tourism Visits to VisitPensacola.com reach
May 1 8,000, an all-time daily record
July 2 Gov. Crist asks BP for Mid-August Month
“Oil Impact additional $50m for
August VisitPensa
$700k American up 54% o
Expre
Mid-May preparedness efforts
/April 2010 Notices” posted
Visit Pensacola PR team Escambia County voucher program
revenues
on Escambia 100 calls
answers more than
Mid-July
vance May 7 from media across the “Explore the Many receives $1.3m in BP implemented, supporte
o optimism “Coast Is Clear” County beaches
globe, including Associated
May 25
money through the by June 20 ad campaign
$300k
ng tourism Internet campaign Press, Financial Times, Wall Sides of Pensacola”
Gov. Crist announces $25m
“Curious About Our
April 30 initiated Street Journal, MSNBC,
from BP to promote beach
TV ad campaign Northwest Florida
June 11 Coast” campaign
Escambia County NBC Nightly News and CNN
receives $1.4m
MSNBC’s “Morning
Tourism Council live
Joe” broadcast
initiated
EOC activated

2010
2010 May June
23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
July August
June 2
May 4 June 10 Pensacola Beach. “Health
Oil detected inside
22
pwater Horizon $25 million to July May 19
reservations 4
Oil reaches Pensacola Bay Perdido Key and portions
Florida toward May 9 SomeLouisiana mainland
beach businesses August 4 of Pensacola Beach.
clean-up efforts Tar balls reported on
report losses of 50-80 Well achieves “static
percent on what is condition” significantly
14,000 articles mentioning the Pensacola Bay Photograph of
May 6 June 4 Area and the oil spill run in the media Mid-August beaches appea
Oil sheen detected off Early May traditionally the most First tar balls reported slowing oil leakage
Chandeleur Islands Visit Pensacola assembles on Pensacola Beach. Escambia CountyJournal (
page 1A of Pen
lucrative tourism Gov. Crist requests $100m
News
revenue dropsreprinted in m
crisis communications team is 11.31%
of hoteliers, fishing boat weekend of the year from BP for clean-up
from 2009, least120 news
than
declin
captains, restaurateurs and across the U.S.
Horizon other industry officials of any coastal county

July 19
Clean and Fun
YouTube video

Marketing During a Crisis

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