Superbowl XLVII

As Super Bowl XLVII approached in 2013, all eyes were on the game’s host city, New Orleans, and Louisiana. Knowing that some coverage would naturally focus on the city and state’s recovery since Hurricane Katrina seven-and-a-half years prior, the state and local economic development groups saw an opportunity to provide reporters with another angle: resilience and economic growth.

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The truth was, New Orleans was in the midst of a renaissance. Rebuilding of roads and buildings and homes was evident, but the rebuilding of the economy was an even more exciting story. Companies who had left after the storm were returning, the digital industry was emerging, entrepreneurs were thriving and the city was bursting at the seams with new talent who wanted to part of something really special.

In the weeks leading up to the main event, Louisiana Economic Development produced a series of one-pagers about the New Orleans and Louisiana Economies. Topics included:

Climbing the Rankings
Entrepreneurship in New Orleans
The Film Industry in Louisiana
K-12 Education in New Orleans
The Louisiana Economy
Live Performance in New Orleans
Made in Louisiana
The Music of New Orleans
New Orleans Flood Protection
The Digital Media Boom

The one-pagers were released piece by piece over the course of two weeks and targeted at journalists covering the Super Bowl. The content from the documents was used in social media posts by economic development and tourism groups throughout New Orleans and also by Louisiana Economic Development.

In addition to media outreach, the LED team hosted several executives, site selection consultants and their families for the game in partnership with Entergy. LED's marketing team developed materials for their visit including itineraries, menus and guides.

“Thanks, Lori, for your creativity, energy and execution over the past few years. Your contributions were legion.
”

— Michael Hecht, GNO Inc.

As Director of Marketing and Communications for LED, I was on the Super Bowl XLVII communications planning committee with a team of PR and marketing leaders in New Orleans. We collaborated on this project, but ultimately Louisiana Economic Development took the lead on their development and distribution.

Internal Team Members: Jennifer Berthelot, Chelsea Harris, Danielle Russo