PUERTO RICO TOURISM COMPANY
DRIVING TOURISM TO THE ISLAND AFTER HURRICANE HAVOC
OVERVIEW
PUERTO RICO TOURISM COMPANY PARTNERED WITH GRAIN GROUP TO DRIVE TOURISTS TO THE ISLAND AFTER HURRICANES IRMA AND MARIA.
SERVICES
Business Intelligence
Awareness & Acquisition
AWARDS
The Shorty Awards
Winner: Real-Time Media Buy
The One Show
Shortlist
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.
GRAIN GROUP WAS TASKED WITH CHANGING THE PUBLIC PERCEPTION THAT THE ISLAND WAS NOT READY TO HOST TOURISM AND GENERATING TRAVEL AND HOTEL BOOKINGS.
WE HELPED DEVELOP A CROSS-CHANNEL CAMPAIGN TO CONVEY THAT THE ISLAND WAS READY FOR TOURISTS. ALL VIDEOS AND IMAGES REINFORCED THE READINESS OF THE ISLAND THROUGH A CONSISTENT MESSAGE OF “READY TO ENCHANT YOU.”
OUR TARGETED MEDIA PLACEMENTS MET TRAVEL ENTHUSIASTS WHERE THEY SPEND THEIR TIME — ON HOTEL BOOKING SITES, AIRLINE PRICE TRACKERS, AND VARIOUS SOCIAL PLATFORMS THEY USE TO PLAN ITINERARIES.
LUIS FONSI AS THE CAMPAIGN AMBASSADOR AND USED HIS HIT SONG “DESPACITO” AS A SOUNDTRACK TO SHOWCASE WHY TOURISTS SHOULD COME AND STAY IN PUERTO RICO.
WE IMPLEMENTED A TEST-AND-LEARN APPROACH WITH OUR CREATIVE MIX TO DETERMINE WHICH VISUALS AND THEMES ARE MOST ATTRACTIVE TO POTENTIAL CONSUMERS — FROM CULTURE & CUISINE TO ACTIVITY & ADVENTURE.
THE RESULTS.
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.
1,000%
INCREASE IN ONLINE TRAVEL AGENCY TRAFFIC
58%
INCREASE IN TRIP CONSIDERATION
400%
INCREASE IN SITE TRAFFIC
PRESS.
PR NEWSWIRE
Puerto Rico Tourism Rolls Out Myth Busting Videos Announcing It's "Ready To Enchant You"
TRAVEL WEEKLY
Puerto Rico 'ready to enchant' as it emerges from tragedy
BILLBOARD
Six Months After Hurricane Maria, Luis Fonsi Says ‘Puerto Rico Is Ready for Visitors’