AAPA2019CommunicationsAwardsPortofNewOrleansPortNOLACruiseBrochure–Promotional/AdvocacyMaterialsSummary:Afour-pagefullcolorbrochurepromotingPortofNewOrleansasanin-demandhomeportthatofferscruisepassengersconvenience,hospitalityandtwovacationsinonewhentheylaunchtheircruiseexperiencefromNewOrleans,oneofAmerica’smostuniquecities.1.Whatare/weretheentry’sspecificcommunicationschallengesoropportunities?Ouroldcruisebrochuretriedtoohardandlostfocus.Itwaswordy,usedtoomanyphotosandtoomanycolors,alldistractingfromourcoremessageandourPortNOLAbrandstandards.Moreimportantly,itdidn’tmatchourpurposeful,dynamicnewdirectionasaPort.2.Howdoesthecommunicationusedinthisentrycomplementtheorganization’soverallmission?PortofNewOrleans’missionis:Todriveregionaleconomicprosperitybymaximizingtheflowofinternationaltradeandcommerceasamoderngatewayandanin-demandcruiseport.AsdemandforcruisesfromPortNOLAincreases,ourcruiselinepartnerswillcontinuetodeploynewerandlargershipstoNewOrleans,andnewcruiselineswillbeattractedtoNewOrleans.ThePortNOLAcruiseindustrycontributestotheregionaltourismandhospitalitysector.MorecruisebusinessmeansmorejobsandrevenuesforLouisianafamiliesandbusinesses.3.Whatwerethecommunicationsplanningandprogrammingcomponentsusedforthisentry?Goals:TocreateanewcruisebrochurethatpromotesthePortofNewOrleansasanin-demandcruisehomeportthatofferscruisepassengersconvenience,hospitalityandtwovacationsinonewhentheylaunchtheircruiseexperiencefromNewOrleans,oneofAmerica’smostuniquecities.Objectives:

• WewantedthenewbrochuretoreflectboththehistoricNewOrleanscharmandPortNOLA’smodernanddynamicnewdirection.

• Wewantedacollateralpiecethatcouldbeemailedordistributedashardcopiesateventsthatwouldbeeffectiveforallourcruiseaudiences.Italsohadtoalignandcomplementourmodernbrandingandmatchthenewcruiseexhibitionbooth.

• IthadtosellNewOrleansasadestinationinitself.• IthadtopromotePortNOLA’sconvenientlocationandproximitytothecity’sattractionsand

amenities.• Ithadtolistallouritinerariesinaclear,conciseandusefulformat.

Primaryaudiences:Cruiseindustrydecision-makers,travelagents,influencers,mediaandlastbutnotleastpassengersSecondary:Media,thecommunity4.Whatactionsweretakenandwhatcommunicationoutputswereemployedinthisentry?

• ThecoverliterallycapturestwovacationsinonewithiconicimagesofNewOrleansandonelargerphotooffriendsenjoyingthebeachinfrontofacruiseshipintheCaribbean.

• PagetwoisdedicatedtoinvitingthereadertoimagineuniqueNewOrleansexperiencessuchasstrollingthroughtheFrenchQuarter,savoringbeignetsandridingastreetcarpastVictorianmansions.

• PagethreeisdedicatedtohighlightingtheconvenienceofsailingfromPortNOLA:Southernhospitality,proximitytoattractionsandamenities,gettingtoandfromthePortandonsiteparking.

• PagefourisacomprehensiveyetconciselistofitinerariesandthecruiselinesthatsailfromNewOrleans.

TwocoreCommunicationsstaffersplannedandexecutedthebrochurewiththedesignservicesofourdesignercontractor.WesourcedourownPortNOLAstockimageryaswellasiStockimagestocompiletheimagesthatrepresentedNewOrleansasafamilyfriendly,diverse,uniqueandworldlydestinationinitself.Wealsoincorporatedpowerfulstockimagesfromourcruiselinepartners.Itwasdesignedtobeprintedinhouseasneeded.Thisbrochurewasinspiredbythedesignofthenewcruiseexhibitionboothanditwaswritten,designedandprintedwithinthreeweeks,justintimetobeunveiledfortheSeatradeGlobalInternationaltradeshowinMiami.5.Whatwerethecommunicationsoutcomesfromthisentryandwhatevaluationmethodswereusedtoassessthem?TherewasoverwhelminglypositiveanecdotalfeedbackfromPortstaffandSeatradeattendeesaboutthenewcruisemarketingcollateral.Itwasconveyedtousthatthenewbrochurehighlighted“2Vacationsin1”marketingmessageinacompellingyetcleanandmodernway.Thenewbrochuremeetsourgoals,deliversacohesiveandexcitingmarketingmessageandtransportsattendeestothisgreatcity,increasingbrandawarenessforthePortofNewOrleans.SeatradeCruiseGlobalisthelargestcruiseindustrygatheringintheworld.The2019eventwasthelargestinits35-yearhistory.Over13,000professionalscametogethertoinnovate,uncovernewtrendsandsecureprofitablepartnerships.Thebrochureisbeingreprintedforcontinueduseandwewillcontinuetousetheimageryandverbiagefromthisbrochureinothercruisetalkingpoints.

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