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Puerto Rico Tourism Company campaign

Hill+Knowlton Strategies (WPP) · 2015–2021

Puerto Rico Tourism Company

Reigniting global travel interest

Client
Puerto Rico Tourism Company (PRTC)
Agency
Hill+Knowlton Strategies (WPP)
My Role
Media relations & program lead

The Challenge

Position Puerto Rico as a vibrant global destination and turn media attention into measurable tourism growth across multiple international markets.

What I Did

  • Led media relations strategy and destination storytelling across culture, cuisine and natural beauty.
  • Managed the program budget and coordinated execution across nine countries and partner agencies.
  • Pitched and secured coverage around brainstormed news hooks; staffed media desksides, press trips, FAM trips and interviews.

In the field

Activations, up close.

Media press trip at Toro Verde Adventure Park, ready for La Bestia, a 4,745-foot zip line.
Media on the Puerto Rico press trip get a hands-on cocktail lesson.
Hard hats on for a rum distillery tour with press.
Flying media to Vieques on a small island hopper.
A hospitality tour through historic Old San Juan.
Hospitality tours took media through San Juan's resorts.

Results

  • 2.2B

    impressions via 1,500 influential media placements in 2016

  • 10.9%

    growth in hotel registrations in FY15/16, which the media program supported

  • 45%

    growth in cruise passengers vs. 2013, following strong media buzz around a new cruise port

  • The year also saw three new air routes to Puerto Rico from Sweden, Norway, Denmark and Mexico.

  • Recognized with two 2017 PRSA Skyline Awards, a 2016 PR Daily Award and a 2016 MarCom Gold Award.

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