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Puerto Rico partners with creative firm to reveal hurricane recovery

By on August 16, 2018

SAN JUAN – The executive director of the Puerto Rico Tourism Co. (PRTC), Carla Campos, said that 11 months after Hurricane Maria made landfall, the perception abroad of the island remains one of devastation, an issue that could be hindering the tourism sector’s growth.

As part of its efforts to address the matter, the PRTC established a partnership with creative agency Beautiful Destinations to produce high-quality images and video of Puerto Rico. The resulting pictures and footage will be promoted by Beautiful Destinations, the Tourism Co. and Discover Puerto Rico, the island’s destination marketing organization (DMO), as the hurricane’s one-year anniversary nears.

“The indicators are showing we need to continue tackling the perception issue. We are coming to the one-year mark of the hurricane and we anticipate that there is going to be a lot of negative press. We have to offset this negative press with this campaign,” Campos said Wednesday.

The rights to the material produced by Beautiful Destinations belongs to the island for the next five years. As for the cost, Campos said $110,000 was paid. However, she added, the actual value of the package was of about $1 million because it includes the cost of production, usage rights and the promotional efforts of the agency, which has more than 20 million online users and followers between its website, YouTube channel and social media presence on Instagram, Facebook and Snapchat.


“Content creation is such an important part of telling any destination story, and Discover Puerto Rico is so excited to have these new assets from Beautiful Destinations and we are excited to leverage those as well as Beautiful Destinations’ shares,” said Liz Mabe, the island DMO’s digital marketing director.

For Mabe, the value of the partnership is not just in the island’s promotion and evidence of its recovery, but also in the means the content campaign will provide to measure consumer response.

“The most important metric that we are going to look at is engagement. Looking at those social shares, looking at the length of time that people are engaging with the videos, that’s really a key metric to see how the video content is performing,” Mabe explained.

The engagement or consumer reactions will not just serve Discover Puerto Rico as it designs promotional and marketing strategies. Campos said the feedback received could help the Tourism Co. in its role as well.

“I totally think that as we find out what kinds of things most visitors are interested in, then we can continue work on those and improve the infrastructure. That’s where the relationship between Discover Puerto Rico and the Puerto Rico Tourism Company comes in,” the executive director explained.

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