New Orleans Ad Campaign: Anti-British Sentiment = Epic Failure
As a marketing professional with 10+ years of experience, there are a few lines that I have never and will never cross. Unfortunately, much to my dismay, one of those lines was crossed in a recent $5 million PR and advertising campaign for New Orleans intended to let tourists know that the city is still a hot vacation destination.
The advertising campaign, funded by BP and originally approved by the Convention and Visitors Bureau of New Orleans, adopted the slogan: “This isn’t the first time New Orleans has survived the British” in reference to the Gulf oil spill as well as the War of 1812. This was stated as if Queen Elizabeth herself was floating on a BP barge sipping tea and eating crumpets while she fired a bazooka at the Deepwater Horizon oil rig thus causing millions of gallons to spew into the Gulf. Followers of such a mindset are the same individuals that swear to have seen Elvis at a local 7-11 while applying condiments to a hot dog and drinking a Slurpee.
This is the year 2010 (just in case some forgot), and racially-motivated comments like these undermine what America stands for. More importantly, many Americans have died to defend Great Britain, and vise versa — the country is a true ally of ours. Creating an advertisement with anti-British sentiment shows an utter lack of creativity and intelligence (I’m sorry to the advertising agency that created the campaign, I have to be honest).
Fortunately, the New Orleans CVB has decided not to run the ad campaign, which is a very smart move on their part. Kelly Schulz, VP of communications for the New Orleans CVB stated: “This was one particular tagline in one print ad that we have since pulled because it was misinterpreted by a lot of people. It was not our intention to be anti-British. That was not the purpose of this campaign but that’s how it’s been dubbed. The United Kingdom is our second largest international market after Canada. And that’s another reason we would never launch an anti-British campaign as this is being dubbed inaccurately.”
Lastly, the New Orleans Convention and Visitors Bureau needs to LISTEN UP! Don’t waste money on print advertisements that have a limited shelf life and will harm the environment even more. Investing in new age marketing mediums like social media which utilize blogs, viral videos, social networking, SEO, etc. to interact with people around the world will produce a far better return than the planned advertising campaign. Get on the ball, save money, save the environment from print ads, and ultimately save the Gulf.
Sincerely,
Aaron Schoenberger
The Brainchild Group
The Brainchild Group is an online advertising agency and marketing think tank that’s renown for strategizing social media marketing and SEO campaigns for businesses around the globe. Additionally, the firm researches developing marketing trends and provides insight into promoting via such trends as well as their impact on the future of advertising. Please feel free to CONTACT US for more information.
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Sir,
thank you for a honest and correct piece.
I would have been visiting New Orleans, Washington and The Newport Jazz festival – 26th July to 11th August.
I enjoyed a wonderful trip last year and spent quite a few thousand dollars in New Orleans and New York.
Having friends in New Orleans and Boston , i still have had to go with my principles and cancel the holiday this year.Its been a difficult decision regarding my friends. But not one regarding the Convention and Visitors Bureau of New Orleans.
We all know Obama hates the British. We now know that the Convention and Visitors Bureau of New Orleans, hates the British too. Ive championed New Orleans for years, this is how it repays us.
The very “British” New Orleans say it has survived again, are the same British dying alongside your troops from day one in Iraq and Afghanistan.
To alienate your second largest group of customers like this is an appalling lack of judgement….infact, its so appalling, at this corporate level, it could only have been intentional.
To blatantly send out images to the rest of the USA ( much like the president ) that this is the fault of ” THE BRITISH ” is nothing short of a disgrace. Lets all be clear here, this disaster was a combination of political and corporate incompetence at many levels, covering many nationalities.
Kelly Schultz , ( V.P Communications and Public Relations – CVB )
emailed my friend in New Orleans who had questioned this approach in despair and said the following.
” We believe that the ad is first and foremost about New Orleans–its survival, its resilience and its unique character–it’s clearly NOT about the British. We didn’t set out to offend the people of the U.K. who we know are being impacted financially by the oil spill, and we deeply regret any ill feelings the ad might have caused. In fact, the United Kingdom is one of our most important international markets for visitors. ”
Clearly NOT about the British……can she not read ?
Which part of ” British ” doesn’t she understand ? That reply, says a lot for the mindset of the NVB.
You are right.
Epic Fail.
I could withstand an Anti British President. i could withstand the photo of someone in New Orleans standing on our flag. But when the very people who are paid to welcome you to the city decide they hate you as well….well, its time to take my money elsewhere. And that is such a shame. because i love America, and its people.
I won’t hold a grudge, but this year, im voting with my feet, and taking my money elsewhere. And so are many many people.
God Bless America and its troops.
The New Orleans Convention and Visitors Bureau doesn’t give two cents about ours.
Awesome reply!!!! I agree with you 100% and truly appreciate you taking the time to respond.
Thank you!
Sincerely,
Aaron