Marketing During a Crisis
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P ENSACOLA V ISIT Pensacola Beach • Perdido Key Marketing during a Crisis How advertising helped save the day
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PENSACOLAVISIT
Pensacola Beach • Perdido Key
Marketing during a CrisisHow advertising helped save the day
PENSACOLAVISIT
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
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
Spring 2010
Life is good.....
April 20th - 9:45 p.m.
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
Spot Market Television
Houston, Dallas, New Orleans, Baton Rouge,
Birmingham, Huntsville, Atlanta, Nashville,
Chicago, Indianapolis, Little Rock, Washington DC
Markets:
National Television
Internet advertising
Invite-A-Friend
• Newspaper• Print • Radio• Internet• Digital Outdoor
Local Media
PENSACOLAVISIT
Pensacola Beach • Perdido Key
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
PENSACOLAVISIT
Pensacola Beach • Perdido Key
PENSACOLAVISIT
Pensacola Beach • Perdido Key
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
0
3750
7500
11250
15000
April June August October December
Articles Mentioning Oil Spill and Pensacola Bay Area
Pensacola MarketTravelocity Booking YOY 2010
Jan. Feb. March April May June
+24%+3%+22%+20%-1.2%-23%
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
PENSACOLAVISIT
Pensacola Beach • Perdido Key
PENSACOLAVISIT
Pensacola Beach • Perdido Key
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
PENSACOLAVISIT
Pensacola Beach • Perdido Key
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
Voucher Program
October 2009/April 2010 Rising lodging revenuesand strong advancebooking lead to optimismabout upcoming tourismseason
April 20Deepwater Horizonexplodes
April 22Deepwater Horizonsinks
April 30Escambia County
EOC activated
May 4BP promises
$25 million toFlorida toward
clean-up efforts
May 6Oil sheen detected off
Chandeleur Islands
May 7“Coast Is Clear”Internet campaigninitiated
May 9Tar balls reported onDauphin Island, Alabama
May 19Oil reaches Louisiana mainland
May 25Gov. Crist announces $25mfrom BP to promote beachtourism,Escambia Countyreceives $1.4m
June 3Gov. Crist asks BP for
additional $50m forpreparedness efforts
June 4First tar balls reported
on Pensacola Beach. Gov. Crist requests $100m
from BP for clean-up
June 10Oil detected insidePensacola Bay
June 11MSNBC’s “MorningJoe” broadcast livefrom Pensacola Beach
June 20“Curious About OurCoast” campaigninitiated
June 23First oil appears on
Pensacola Beach. “Healthadvisory” issued for
Perdido Key and portionsof Pensacola Beach.
June 24Photograph of oil onbeaches appears onpage 1A of PensacolaNews Journal (Photois reprinted in morethan 120 newspapersacross the U.S.)
April 2010 May June20 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 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Visit Pensacola Deepwater Horizon Crisis Response
May 1Oil Spill Update hot button
posted on VisitPensacola.com
May 1Visit Pensacola begins daily
updates on Facebook, Twitter
Mid-MayVisitors beginto cancelreservations
Early MayTalking points citing trustedsources developed for front deskstaff at VIC and area hotels
Early MayVisit Pensacola assemblescrisis communications teamof hoteliers, fishing boatcaptains, restaurateurs andother industry officials
Mid-MayVisit Pensacola PR teamanswers more than 100 callsfrom media across theglobe, including AssociatedPress, Financial Times, WallStreet Journal, MSNBC,NBC Nightly News and CNN
June 4Visits to VisitPensacola.com reach8,000, an all-time daily record
June 2Northwest Florida
waters closed to fishing
June 30Monthly visits to
VisitPensacola.comup 54% over 2009
Month of June14,000 articles mentioning the Pensacola BayArea and the oil spill run in the media
Mid-July“Explore the ManySides of Pensacola”TV ad campaign
July
August 4Well achieves “staticcondition” significantlyslowing oil leakage
August
Mid-August$700k American Expressvoucher programimplemented, supportedby $300k ad campaign
September 1Lodging revenue up 17%,first increase since May
September 19Relief well completed.
Well declared“effectively dead”
October 15Three-day “DeLuna Fest”supported with $300k fromTDC, including $50k from BP
October - December
March 2011 EscambiaCounty receives$615k from BPto replace lostlodging revenue
April 2011Coastal Living Magazine:
“Dream Town: Pensacola” 4+pages of all things Pensacola!
Visit Pensacola Deepwater Horizon Crisis Response
September
2011PR team makes visits toAtlanta, Chicago andNew York
2011Local chefs selected toshowcase Gulf Coast seafoodat James Beard House
July 19Clean and FunYouTube video
July 2“Oil ImpactNotices” postedon EscambiaCounty beaches
July 4Some beach businessesreport losses of 50-80percent on what istraditionally the mostlucrative tourismweekend of the year
July 12BP rejects Florida’s
request foradditional $50m to
promote tourism
Mid-AugustEscambia Countyrevenue drops 11.31%from 2009, least declineof any coastal county
JAN FEB MAR APR
February 2011Deep cleaningof beachescomplete
April 18, 2011Escambia Countyreceives $4.4m in
BP money
2010 Lodging RevenuesOctober up 15.8%November up 5%December up 18% 2011 Lodging Revenues
January up 11%
20112010
January 2011Team continues clean-up updates on CuriousAbout Our Coast blog
AugustEscambia Countyreceives $1.3m in BPmoney through theNorthwest FloridaTourism Council
August & September 2010best performing county on the Gulf Coast
All-Time Records SetApril 2010 • September 2010 • October 2010
All-Time HighSeptember 2010 - February 2011 (6 months)
14% increase over each of the last three years.
2010 BP Campaign Response ResultsPENSACOLA
VISIT
Pensacola Beach • Perdido Key
Pensacola MarketTourism Tax Collections
August 2010 September 2010 October 2010November 2010December 2010 January 2011February 2011
- 11%+17%+16%
+6%+19%+12%+20%
Escambia County Hotel Occupancy & Revenue - YTD
2011 YTD Hotel Occupancy Past 12 Months Hotel Occupancy
2011 YTD Hotel Revenue Past 12 Months Hotel Revenue
Hotel Room Supply
+10%+14%
+22%+16%
+5%
Escambia Santa Rosa Okaloosa Walton Bay Baldwin
+19.9%+1.0%-2.9%-8.4%+8.8%+1.0%
Northwest Florida Tourism Tax Collections
1st Quarter 2011
TAKE-A-WAYS
• Don't stop talking
• Be transparent
• use your other strengths
PENSACOLAVISIT
Pensacola Beach • Perdido Key
Marketing during a CrisisHow advertising helped save the day
