In 2005 hurricane Katrina caused protective levees to fail and water to devastate the city of New Orleans. This also had devastating effects on the state of Louisiana's tourism industry as a whole. Not long after the storm, we were charged with the monumental task of changing perceptions about the health of the state as a whole. New Orleans may have needed some work, but the best thing for people to do was to come to the state and spend tourism dollars. Louisiana was still open for business, and New Orleans, despite the negative images shown nightly on the news, was open and ready to greet visitors too, although on a smaller scale. We enlisted the help of celebrities who had ties to Louisiana to lead the charge: "Come fall in love with Louisiana all over again." Simple and direct, the message urged people to visit and thanked them for their support of the state.