Discover Puerto Rico
In the spring of 2020, everyone had a dream of someplace they’d rather be. So, we developed a message that gave people the opportunity to daydream and escape – even for a moment – this “new normal” of pandemic life. This platform emphasized all the good that was just over the horizon – that there would be a time when all of this unpleasantness would pass. When it was time to get back to living, and laughter, and sun, and frozen drinks, and turquoise water. And when that time came, Discover Puerto Rico would be ready to remind people of what they’ve been missing and exactly where to find it.
Results
Discover Puerto Rico’s continued experience in “recovery marketing” was put to the test when the pandemic began. At the point the pandemic began, the DMO had successfully brought the Island out of a tragic hurricane in 2017 that decimated the island, guided them through political upheaval in mid-2019 and was successfully rebounding from seismic activity on the island. The pandemic was yet another challenge to tackle head on and the proactive approach to keep the island top of mind in consumers’ minds has driven a higher than anticipated return to travel in 2021. With Puerto Rico top of mind for US traveler’s, the Island was a clear destination choice for when travel restrictions loosened.
Phase 1
Phase 1 Video views: over 3million (programmatic pre-roll, YouTube and social)
Phase 2 Q4 Results
25MM+ impressions, with unique person reach of 2.3MM and an average frequency of 5.9x.
The video completion rate was 97.3%, exceeding the 96% benchmark.
Total estimated revenue generated by the campaign, based on bookings tracked by ADARA, was $3.6 million.
Digital Media
Just under 6 million dollars in hotel/flight revenue directly tied to our media through Adara Impact, increasing month over month with February coming in at a record breaking 2.5 million
Over 8.3 million paid social video impressions, and 6.8 million social video views
36.8 million social traffic impressions at a low C/landing page view of $0.83
Press
