BP's post-Deepwater reputation rehab continues this week with a new campaign. The oil company unveiled a multifaceted campaign to update the public on its progress in restoring the Gulf Coast region as the second anniversary of the accidents nears.
The largest part of the effort is a nationwide TV advertising campaign featuring BP employees. In the first TV spot, New Orleans native Iris Cross – a 29-year communications veteran of the company who manages external affairs in Louisiana - reminds viewers of the $20 billion fund BP established for economic and environmental recovery and the $500 million dedicated to scientific research of the Gulf ecosystem.
The BP communications team is supporting the campaign by responding to media inquiries, Daren Beaudo, a press officer told PRWeek. Ogilvy PR Worldwide supported social media components while sister agency Ogilvy & Mather New York produced the digital ads.
Eric Dezenhall, cofounder of Dezenhall Resources and a previous critic of BP, praised the new initiative in an email to PRWeek.
This new campaign shows greater sophistication in that it addresses the tangible progress that has been made in the Gulf, something their audiences are legitimately concerned about. Furthermore, BP has every right to highlight their accomplishments because they are genuine and others can learn a lot from what they've done right and wrong.