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Discover Puerto Rico completes 1st phase of Google Content Initiative

By on September 28, 2018

SAN JUAN – On Sept. 27,  World Tourism Day, Discover Puerto Rico (DPR), the official destination marketing organization for the island, reiterated its commitment to boost tourism and announced that the first phase of its Google Content Initiative, which involved updating and improving the island’s online travel content information, was completed. 

Six weeks ago, the Google Content Initiative began taking photos around the island to update the web images of Puerto Rico after the passage of Hurricane Maria.

After the first phase was completed, Google uploaded 542 new images, which have garnered more than 1 million views in only one month.

With recovery efforts underway and as Puerto Rico continues to rebuild, improving the accuracy of how Puerto Rico appears within Google’s travel products is pivotal for the island’s tourism economy, the DMO assured.

“The new content provides an accurate image of the island’s current state, improving the consumer’s perception of what tourists can expect during their visit,” said Discover Puerto Rico’s senior social media manager, Patricia Camacho.  

Camacho made the statement during the “Tourism and digital transformation” forum that was hosted by the House of Representatives and Rep. Néstor A. Alonso.

Camacho and DMO Director of Engagement Karen Mojica shared a presentation that underscored the initiatives carried out by Discover Puerto Rico before officially launching its marketing campaigns.

Camacho also highlighted specific digital strategies that are being utilized.

“As a tourist destination, we are looking to create long-lasting and genuine relationships with our audience in digital media. Our web presence is crucial now, more than ever before, to reposition the Puerto Rican brand globally. We have compiled data that consistently confirm that the consumer who considers our island as a tourist destination, begins their journey in digital media from Google to Instagram. Because of this, we have a responsibility to analyze, monitor and optimize content in both our own and paid media, to reach our audience at each point of the cycle until they achieve conversion, completing their reservation to visit us,” Camacho explained.  

DPR is working with Miles Partnership, a marketing firm focused exclusively on travel and tourism, to bring Google My Business verification to Puerto Rico.

“We are a team totally committed to our island and the transformative power of tourism, which can boost our economy and generate jobs in multiple sectors. It is amazing to see with numbers how other destination management organizations have managed to boost the economy and change their communities and even their cities and countries. This is what we are going to achieve in Puerto Rico, with the support of the private sector and the public sector,” Mojica added.  

Discover Puerto Rico is a newly established private, nonprofit destination marketing organization (DMO) whose mission is to make Puerto Rico visible to the world as a premier travel destination. It is responsible for all global marketing, sales and promotion of the destination and works with local governmental and non-governmental stakeholders throughout Puerto Rico’s visitor economy and community at large.

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