The city is battling to get back on its feet after the devastation of Hurricane Katrina in 2005.
WS's travel and lifestyle practice is handling the brief, which will include a ten-city US media tour, scheduled to launch this spring in New York.
The events will feature the city's iconic streetcars, as well as music and cuisine.
The bureau previously worked with local firm Deveney Communication until late 2006. With offices in France, Mexico, and Germany, among other locations, the bureau will also use WS to reach international audiences.
‘We are literally bringing New Orleans into these markets to remind people that [the city] is on the map and is welcoming vacationers,' René Mack, president of WS's travel and lifestyle practice, told PRWeek US. WS will also seek to encourage TV networks to broadcast from the city.
Mack described WS's work as being on a semi-pro-bono basis - the agency plans to match each paid dollar with work of equal value at no charge.