In an effort to address shortfalls in the Fiscal Year 2013-2014 state budget, Act 421 (HB 456) of the 2013 Regular Session of the Louisiana Legislature was passed authorizing the 2013 Tax Amnesty Program, 2014 Tax Amnesty Program and 2015 Tax Amnesty Program. The 2013 goal, set by the Louisiana Legislature, was for the program to generate $200 million from delinquent taxpayers.
Using the theme “A Fresh Start,” our team created a comprehensive statewide advertising campaign that promoted the ability of taxpayers to bring delinquent tax accounts up to date by clearing unpaid tax bills and filing overdue state tax returns. In the days leading up to the end of the amnesty period, the campaign shifted to a countdown approach to create a sense of urgency to file. The campaign included television, outdoor, radio and digital, and encouraged the target audience to visit the website and begin the process. The efforts for all three years were successful, as the goals set for 2013, 2014 and 2015 were all far exceeded.