Ready to Enchant You

The Challenge

The Puerto Rico Tourism Company (PRTC) is a government agency dedicated to developing programs and projects that attract tourism to the island of Puerto Rico. Tourism is a crucial player for the economic well-being of Puerto Rico, which is why maintaining constant tourist flow in the island is of utmost importance.

Puerto Rico faced a difficult time after hurricanes Irma and Maria. Tourism fell at least 25% below the previous year. The brand needed to resolve the image problem and bring tourists back to the island.

What We Did

GRAIN GROUP was tasked with changing the public perception that the island was not ready to host tourism  – and generating travel and hotel bookings.

Scope: Media Planning & Buying

Our 360 planning approach included:

• Connected TV
• Premium Online Video
• Streaming Radio
• Native Content Distribution
• Social Media
• Online Display
• Search Marketing

 

The Result!

Within 60 days of GRAIN’s engagement, site traffic to SeePuertoRico.com increased 400% versus the previous period and  visits to Online Travel Agents increased 1,000%.

And six months after the hurricanes ravaged the island, Puerto Rico experienced their first rebound – as tourists flocked to the island for Easter, Passover and spring break vacations in record numbers. Many hotels operated at or near 100% occupancy during the holiday weekend that began on March 30.

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