Creativity

New Orleans Sends Sympathy and Reassurance to Texas in a Heartfelt Print Ad

Letter From One Hurricane-Stricken City to Another Ran in Houston Chronicle

By Alexandra Jardine. Published on Sep 11, 2017

Editor's Pick

New Orleans knows how Texas feels. With Houston still reeling from the devastation caused by Hurricane Harvey, the city of New Orleans took out a full-page ad in the Houston Chronicle on Sunday with a letter addressed to Texans.

"To our friends in Texas," the letter begins. "Twelve years ago, you took in hundreds of thousands of us. You opened your homes, closets, and kitchens. You found schools for our kids and jobs to tide us over. Some of us are still there. And when the rest of the world told us not to rebuild, you told us not to listen. Keep our city and traditions alive."

It goes on to reassure Texans that life will go back to normal, with a few humorous references to the different local cultures: "Soon, home will feel like home again, even if it seems like a lifetime away. We'll be battling for football recruits under the Friday night lights. You'll tell us to stop trying to barbeque. We'll tell you to lay off your crawfish boil and come have the real thing. But for as long as you need, we're here to help."

It concludes: "The way of life you love the most will carry on. You taught us that. Your courage and care continues to inspire our whole city. We couldn't be more proud to call you our neighbors, our friends, and our family. Texas forever. We're with you."

The New Orleans Tourism Marketing Corp created the letter, signed "New Orleans." 360i copywriter Andrew Hunter, a New Orleans native, penned the ad.

Meanwhile New Orleans Tourism Marketing Corp President Mark Romig says the ad is a simple expression of solidarity. "It wasn't 'Call us for reservations,'" he states.

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About

Credits

Date
Sep 11, 2017
Agency:
360i
Client:
City of New Orleans Tourism

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