Advocating for the Louisiana Film Tax incentive

Written By Alicia Vial

Situation

During Louisiana's Third Extraordinary Legislative Session, Governor Jeff Landry proposed eliminating the state's film production tax credits as part of a sweeping tax reform package designed to reduce business tax rates and overhaul the state's revenue system. The proposal shocked industry stakeholders and local communities alike. Louisiana's film incentives were not only an essential driver of the state's $6 billion film and entertainment industry but also a pillar supporting more than 10,000 jobs and $1 billion in annual economic output.

Film Louisiana, the state's professional trade association for film and entertainment, faced a critical turning point. Without intervention, Louisiana risked losing decades of progress positioning itself as "Hollywood South". Productions would vanish, jobs would be lost, and the ripple effect would be felt by small businesses, vendors and local economies from Shreveport to New Orleans.

Strategy

Gambel Communications began with a comprehensive research phase to inform strategy and messaging, combining both primary and secondary methods to ensure a data-driven approach. Collectively, this research uncovered a critical insight: many policymakers and constituents misunderstood the program, perceiving it as a Hollywood handout rather than a Louisiana economic catalyst. This discovery guided the strategic approach to reframe the narrative around the film incentive as a sound, pro-business investment aligned with the Governor's economic priorities and the state's long-term growth.

The success of the advocacy campaign required a multi-faceted approach including formulating strong messaging for Film Louisiana leaders, strategic media outreach to ensure reactive response to the funding issue and a strategic social media campaign to support and rally advocates. The strategy was built around positioning Louisiana's film tax credits as pro-business and an essential economic driver that supports job creation, small businesses and local communities. Gambel Communications worked with Film Louisiana to develop fact sheets, infographics and messaging with economic data and case studies.

A strong social media strategy was also a critical component to advocate for Louisiana's film tax credits. By integrating strong messaging, collaboration with lobbyists and a robust media strategy, the film tax credits remained a key issue in the legislative session, ultimately securing their preservation.

Results

In response to the significant voice of film industry workers and local municipalities, the Louisiana Senate intervened to preserve the film tax credit program with modifications. The annual cap on the credits was preserved and reduced just under 16%. This small reduction aimed to balance the Governor's goal of fiscal responsibility with the state economy's need to maintain Louisiana's attractiveness to film and television productions. Governor Jeff Landry signed the revised tax reform package into law, addressing the film tax incentives as part of the overall achievements of the special session. The preservation of the program reflects Louisiana's commitment to sustaining its film and television industry.

As a direct result of Gambel Communications’ efforts, audiences including film workers, legislators and economic development professionals learned valuable facts about the substantial impact of the film industry. Gambel Communications used media relations to secure more than 214 story placements, social media strategy, member communications and more to ensure success.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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