Saving Louisiana’s film tax incentive program

Written By Alicia Vial
Film Louisiana on the steps of the Capitol

Situation

During a special session of the Louisiana Legislature, significant deliberations took place regarding the state's film tax incentive program. Initially, Louisiana’s Governor proposed eliminating the tax credits for film production as part of a broader tax reform package aimed at reducing business tax rates and overhauling the state's tax system. This proposal faced substantial opposition from industry stakeholders and local communities, who argued that the incentives were crucial for supporting approximately 10,000 jobs and generating significant economic activity within the state. Gambel Communications identified an opportunity to align the film industry and the pro-business focus of the special session. Film is big business in Louisiana, bringing millions of dollars throughout the state.

Strategy

The public relations 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. The messaging emphasized the following key points:

  1. Economic Impact – The film industry generates thousands of jobs and millions in local spending across Louisiana, benefiting not just production crews but also small businesses, hospitality and tourism.

  2. Return on Investment – The tax credits are an investment, not a handout. Data-driven arguments showed that for every dollar Louisiana invests in film, the state sees a positive economic return.

  3. Local Stories, Global Reach – Louisiana’s unique culture and scenic locations have made it a premier destination for filmmakers. Losing the incentive would drive productions to competing states, sending film investment, creativity and work away from Louisiana.

  4. Bipartisan Support – We framed the tax credits as a non-partisan economic issue that benefits urban and rural communities alike.

  5. Job Protection & Growth – We showcased real people—film crew members, small business owners and local vendors—who depend on the industry to make a living.

We worked with Film Louisiana to develop fact sheets, infographics and messaging with economic data and case studies of successful productions filmed in Louisiana.

A strong social media strategy was another critical component of our public relations plan to advocate for Louisiana’s film tax credits. The campaign leveraged digital platforms to engage supporters, amplify key messages and influence policymakers.

Our objectives were two-fold:

  1. Raise Public Awareness – To educate Louisiana legislators and residents (voters) on the economic and job benefits of film tax incentives.

  2. Mobilize Supporters – To encourage grassroots advocacy through strong messaging, letters to legislators and user-generated content.

By integrating strong messaging, collaboration with lobbyists and a robust media strategy, we ensured that 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 that benefit from film, 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 to demonstrate 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 film tax credit program, even with a reduced cap, reflects Louisiana's commitment to sustaining its film and television industry, which has been a significant contributor to the state's economy and cultural landscape.

As a direct result of Gambel Communications’ efforts, audiences including rural, suburban and urban locations, film workers, legislators and economic development professionals learned valuable facts about the substantial impact of the film industry in Louisiana. Gambel Communications used media relations, social media strategy, member communications and more to ensure success.

Film Louisiana and the Louisiana tax credits program received the following media metrics, demonstrating the far reaching impacts the campaign had across Louisiana and other states:

  • Total Media Mentions: 214

  • Total Potential Earned Reach: 2.4 billion

 

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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