About the Case

Situation

How could we promote Puerto Rico as the ideal vacation destination when the local and international media was saturated with negative coverage?

Insight

Puerto Rico owns the longest Holiday Season on Earth and cultural richness that can be translated in a multi-sensorial way.

The Outcome

Solution

Creation of a content series using the alphabets range, that connected our audience with the idea of vacationing in Puerto Rico. The content series showcased the culture and spirit of Puerto Rico for 58 consecutive days, centering the conversation on the positive and enduring qualities of our island.

Results

47 posts

in 52 days.

6,142,946

views.

83,703

likes, shares and comments.

From 20%

negative sentiment.

To 63%

positive sentiment.

Related cases