SITUATION:

As a result of the unprecedented destruction caused by Hurricane Katrina in 2005 and the subsequent failure of the federal levee system, performing-arts organizations in New Orleans saw their audiences, leadership and constituents scattered across the country; their performance venues shuttered and unusable; and their finances weakened. Nevertheless, these organizations marshaled remarkable strength and determination to ensure their long-term survival and success as key components of the city's cultural base. Forced to perform in a multitude of halls across the area, the Louisiana Philharmonic Orchestra (LPO) brought orchestral music back to its eager audiences even if the venues were not ideal - all the while eagerly awaiting a first-class performance venue.

As the long-awaited reopening of the Mahalia Jackson Theatre for the Performing Arts finally neared, the LPO approached The Ehrhardt Group to accomplish a number of objectives:

• Ensure that the community at large and the LPO's audience in particular were aware of the reopening.

• Position the gala reopening performance of the orchestra and violinist Itzhak Perlman as a landmark event in the city's continued recovery.

• Raise awareness locally, regionally and nationally of the LPO's unique position among full-time, professional U.S. orchestras and its extraordinarily high artistic capabilities and

• Sell out the gala reopening to ensure that the event was a financial success.

STRATEGY:

Because the LPO's marketing funds were limited, The Ehrhardt Group recognized that a media-driven communications plan would be required to accomplish the goals. The strategy developed by the agency included:

• Developing key messages

• Crafting and issuing news releases and media advisories

• Developing local, regional, national and trade media databases

• Setting up and implementing interviews of LPO's leadership and artists with reporters and editors

• Credentialing media representatives and providing access to the venue and

• Creating opening-week media events and photo opportunities

RESULTS:

As a result of our efforts, The Ehrhardt Group secured:

• Over 33 million audience impressions total.
• Over 60 media placements
• Coverage in national news outlets such as: CNN, the LA Times, NPR, CBS Radio News and USA Today. And coverage in regional news outlets such as: WBRZ-TV and the Atlanta Business Chronicle.
• Consistent coverage also secured in numerous local media outlets such as: the Times-Picayune, Gambit Weekly, New Orleans Magazine, St. Charles Magazine, WWL-TV, WDSU, WGNO and WWL Radio.