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STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons.

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Presentation on theme: "STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons."— Presentation transcript:

1 STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons

2 Lesson #1 “Research is what I'm doing when I don't know what I'm doing.” Werner von Braun

3 Act quickly. Use your partners. Count everything. Everything counts. Use new resource.

4 Lesson #1.5 “We barely have time to react in this world, let alone rehearse”

5 Research requests Work towards a standard response Make all research available online Use unusual request as a guide to improving research

6 Lesson # 2 “ Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it’.”

7 Have an inventory. What you got. What does it do. Where to get it Start now. –Include everything that is unique to your area do not limit yourself to the traditional

8 Lesson #3 “All our knowledge has its origins in our perceptions.” Leonardo da Vinci

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20 To maximize positive media coverage 86 spokespeople were selected, segmented, coached and managed based on expertise, position, industry and geographic affiliation. Expert Bureau members conducted interviews, provided testimony before Congress, authored letters to the editor, spoke at conference and hosted events.

21 An aggressive in-state, regional, national, international and online media outreach strategy corrected false perceptions about Louisiana and its tourism assets, resulting in more than 170.8 million impressions and some $70 million in publicity value.

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23 Perception Research Overview 2 waves of nationwide research: May 19-21 (1,003 respondents) August 3-6 (1,003 respondents) 2 waves of regional research: June 18-21 (903 regional respondents) September 21-24 (900 regional respondents)

24 NATIONWIDEREGIONAL MayAugustJuneSept. Number of respondents with plans to visit Louisiana before the oil spill 226252389411 Percent who said they cancelled/postponed trip to Louisiana because of oil spill 26291713 Number of respondents not likely (1- 3 on 5-point scale) to visit LA in next 12 months 834811556525

25 Percent who believe or are not sure about false statements about Louisiana seafood MayAugustJuneSept Louisiana oyster beds are contaminated from the oil spill 86888981 Shrimp costs more because oil has to be cleaned from them before they are sold 575346 Restaurants that serve Louisiana seafood put customers at risk 5548 39 Commercial fishing is allowed in areas where oil is present 36442944

26 . Regional The percentage of respondents who believe the oil spill story is being accurately reported declined since June. Regional Q7. Think for a moment about all that you have seen or heard about the oil spill from all news sources, and then rate your opinion using a scale from 0-10 where “o” means the story is being downplayed, “5” means the story is being accurately reported, and “10” means the story is being exaggerated. Story Is ACCURATE LY Reported by Media Story Is DOWNPLAY ED by Media Story Is EXAGGERAT ED by Media 35.4% Believe Exaggerat ed (6-10) 26.4% Believe Accurate (5) 38.1% Believe Downplay ed (0-4) Story Is ACCURATE LY Reported by Media Story Is DOWNPLAY ED by Media Story Is EXAGGERAT ED by Media 28.2% Believe Exaggerat ed (6-10) 38.4% Believe Accurate (5) 33.3% Believe Downplay ed (0-4) R

27 Significantly fewer Regional respondents believe that the effects of the oil spill on Louisiana will extend beyond 5 years. Q11. Based on everything you know about the oil spill, how long do you think Louisiana will be affected? Only one third of Regional respondents now believe that the oil spill will affect Louisiana for more than 5 years. R

28 The negative perception of the oil spill on Louisiana has declined since June  about 6 out of 10 believe that the oil spill is less devastating than the 2005 hurricanes. Q8. In the summer of 2005, as you probably remember, Hurricanes Katrina and Rita hit Louisiana. Compared to what you know about the devastation to Louisiana caused by those hurricanes, do you think the devastation to Louisiana caused by the oil spill is: Compared to the 2005 hurricanes, the devastation caused by the oil spill is: R

29 Only about 3 out of 10 (32%) believe the story is reported accurately Total Respondents (n=1003 in each wave) Story Is ACCURATE LY Reported by Media Story Is DOWNPLAY ED by Media Story Is EXAGGERAT ED by Media 29.9% Believe Exaggerat ed (6-10) 31.5% Believe Accurate (5) 38.6% Believe Downplay ed (0-4) Story Is ACCURATE LY Reported by Media Story Is DOWNPLAY ED by Media Story Is EXAGGERAT ED by Media 28.2% Believe Exaggerat ed (6-10) 38.4% Believe Accurate (5) 33.3% Believe Downplay ed (0-4) N

30 The oil spill will affect Louisiana for years. Q11. Based on everything you know about the oil spill, how long do you think Louisiana will be affected? Total Respondents (n=1003 in each wave) About 8 out of 10 Nationwide respondents believe that the oil spill will affect Louisiana for at least 2 years.

31 “Not everything that can be counted counts, and not everything that counts can be counted”


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