Lt. Gov. Jay Dardenne’s office is planning a $4 million advertising campaign to help the state’s tourism industry recover from the summer’s BP oil spill disaster.
Dardenne, who is responsible for overseeing the state’s tourism industry, said the campaign will showcase Louisiana’s “local flavor,” which hasn’t been dampened by the crisis.
“The ‘human gumbo’ that makes up Louisiana represents the cultural diversity that sets us apart from any state in America,” Dardenne said in a news release. “Not only is there plenty to see and do, but what you will find in Louisiana is unique and authentic.”
Dardenne cited a study commissioned by his office estimating the state lost $295 million in tourism revenue because of the spill.
The study said tourists avoided the state in the months after the spill because of fears that the oil had spoiled its seafood and marshes.
The state lost revenue despite repeated pleas during the crisis from state officials that the state was still “open for business.”
The Sugar Bowl Foundation in New Orleans contributed $1.3 million of the campaign’s funding. Sugar Bowl Foundation officials agreed to contribute the money both this year and next year.
The remaining $3 million of the funds come from the Department of Culture, Recreation and Tourism budget.
Dardenne, a former state legislator, also announced he will try to convince lawmakers to dedicate more of the state’s sales tax to tourism marketing.
“I hope to return to prior practices of using state general funds for these purposes and using our dedicated revenue for advertising and marketing the state more aggressively,” Dardenne said.
This isn’t the first time the state has tried to stave off declining tourism revenues caused by the spill. BP gave the state $15 million to fund “emergency advertising” in June.
New Orleans received $5 million of that money. The New Orleans Convention and Visitors Bureau elicited some brief controversy for one of the ads, which featured the words “This isn’t the first time New Orleans has survived the British” under a picture of an Andrew Jackson statue.
 
 
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Contact Matthew Albright at [email protected]