In recent decades, the tourism industry has been the lifeblood of New Orleans, accounting for some 35% of the city’s operating budget. But on the morning of August 29, 2005, the industry was essentially shuttered when Hurricane Katrina came ashore, breaching levees, flooding over 80% of the city, and exposing to the world images of desperation, destruction and ineffectual leadership. Although most historic assets and the major business district were unscathed, continuous negative coverage of the recovery and rebuilding of the city left the world uncertain about New Orleans as a place to visit, live or work. If the city was to recover, tourism would have to lead the way. Trumpet was retained to redefine the New Orleans brand vs. the images and stories of despair and failure in the mainstream media following Katrina. We were asked to convince meeting planners, convention attendees and visitors to consider New Orleans as a travel/trade destination. To do so would require disarming authenticity, not avoidance of the issues. A key insight recognized early in the process is that throughout their history, the people of New Orleans have time and again created beauty from despair or meager beginnings. A world-class cuisine, architecture that rises to performance art, and music that is celebrated the world over. It is a culture that can never die, because at it’s core — like the Second Line — it is about a march back from death. Trumpet is effectively communicating the rebirth and vibrancy of New Orleans, gaining new trust among the business constituents of NOMCVB, helping to rebuild the image and economic foundation of the city. More and more business and leisure travelers are returning to the city every day, with 2008 convention attendance projected to be 90% of pre-Katrina levels. Additionally, Trumpet’s work for the New Orleans Convention & Visitors Bureau has been covered by NBC Nightly News, MSNBC.com, Ad Week, PR Week, Travel Trade Gazette (UK), Advertising Age, Le Quotidien du Tourisme and other media outlets.