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Puerto Rico Tourism Co. recognized at World Travel Market and City Nation Place awards

By on November 9, 2018

SAN JUAN – The executive director of the Tourism Co. of Puerto Rico (CTPR), Carla Campos, announced that her agency was recognized this week by the international travel and tourism industry with important awards, for its communications efforts and destination’s public relations after last year’s destructive hurricane season.

The awards ceremony was held in London during the World Travel Market and City Nation Place awards, where industry leaders meet to network and share tourism industry best practices.

On Thursday, during the City Nation Place Awards, the campaign, From “Come Back” to Comeback: How Puerto Rico Defied Two Hurricanes and Major Misconceptions, ranked first in the Best Communications Strategy category.

On Tuesday, during the WTM’s International Travel and Tourism Awards (ITTA), the campaign received an honorable mention, third place, in the Best Public Relations Campaign category. The campaign was executed in collaboration with PR firm Ketchum and focused on demonstrating the quick recovery of the island’s tourism industry after the challenges faced in 2017. Puerto Rico competed with other well-known destinations such as Quebec, Liverpool, Manchester, Orlando and Cape Town.

The recognized efforts were part of the destination’s Recovery and Marketing Plan of the Gov. Ricardo Rosselló Nevares administration after hurricanes Irma and María.
“The rebound of a destination after an event of such magnitude usually takes about two years,” the Tourism Co. said in a release.

“CTPR’s team and Ketchum worked hard to bring the message to the world that ‘Puerto Rico is ready to receive visitors’ through an extensive plan that included trips with the press and ‘influencers’ recognized worldwide, media tours for national and international outlets, among others. The outstanding efforts were implemented from September 2017 to June 2018, creating a strong foothold for the work entrusted to Discover Puerto Rico, the new destination marketing entity that assumed the responsibility of representing Puerto Rico internationally, as of July,” the release reads.

“It is an honor to receive this recognition from the global industry for the work that was done after the hurricanes in favor of the tourist destination. The campaign was key in delivering the message about our quick rebound and helped encourage the resumption of cruise travel and flights to our Island,” said Carla Campos, executive director of the CTPR. “One of the priorities of this administration has been to position tourism as a spearhead for the economic development of our Island and this award demonstrates the potential of our industry to achieve that.”

CTPR Deputy Director Joseph Feldstein, who was present at both award ceremonies, said: “We are very proud that, through these awards, Puerto Rico stands out as a top destination worldwide. Having been selected among such strong competition highlights the commitment and capacity of the Government of Puerto Rico to lead the development of the tourism industry.”

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