F A C E B O O K    R E C O G N I Z E S    S U C C E S S F U L    C A M P A I N G

After Hurricane Maria, the Puerto Rico Tourism Company ran Facebook and Instagram video ads to encourage people to consider visiting, generating a 25-point lift in travel consideration to the island.

25-point

lift in travel consideration

19-point

lift in travel destination rating

15-point

lift in ad recall

T H E I R    S T O R Y

“Ready to Enchant You”

After Hurricane Maria, the Puerto Rico Tourism Company ran Facebook and Instagram video ads to encourage people to consider visiting, generating a 25-point lift in travel consideration to the island.

T H E I R    G O A L

Building awareness

After damage from Hurricane Maria in September 2017, Puerto Rico began to rebuild. The Puerto Rico Tourism Company needed to restore its international image to show visitors that the island was now open for tourism.

T H E I R    S O L U T I O N

Attracting vacationers

The Puerto Rico Tourism Company, in partnership with full-service agency AOR KOI Americas and media agency Grain Group, developed a cross-channel campaign to convey that the island was ready for tourists. The team hired pop star 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. All videos reinforced the readiness of the island through a consistent message of “Ready to Enchant You.” The team also opted into automatic placements to show ads across Facebook, Instagram and Audience Network.

The team created several versions of its video ads, with each version customized to reach a specific target audience with an interest to travel. The different videos promoted food, culture, athletics and other interests and motivations attuned to the various audiences. The team then further customized its audience by age, gender, income and location, to sharply focus on qualified prospects in US cities with direct flights to Puerto Rico.

T H E I R    S U C C E S S

Paradise rebound

Short Facebook and Instagram video ads showed tourists the evidence they needed to consider Puerto Rico as a vacation destination. The Ready to Enchant You campaign, which ran from February–June, 2018, achieved these results:

  • 25-point lift in travel consideration
  • 19-point lift in travel destination rating
  • 15-point lift in ad recall
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Our Facebook campaign was a powerful tool to restore tourism in Puerto Rico. It proved that the island was up, running, ready and waiting for vacationers. Many hotels operated at or near 100% occupancy during the holiday weekend that began on March 30, 2018—evidence that tourism is on a solid rebound.

 

Carla Campos

Executive Director, Puerto Rico Tourism Company

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The team’s ability to granularly segment audiences on Facebook, coupled with powerful creative and versioned messaging, dramatically increased the relevancy and resonance of the campaign. More importantly, our Facebook efforts and approach helped the destination achieve both their booking and brand objectives.

 

Benjamin Jurist

Founding Partner, Grain Group

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