Puerto Rico

From "Come Back" to Comeback: How Puerto Rico Tourism Defied Two Hurricanes and Major Misconceptions by The Puerto Rico Tourism Company and Ketchum

In September 2017, Hurricane Maria devastated Puerto Rico just days after Hurricane Irma had also struck the Island. That changed everything for the Puerto Rico Tourism Company. Our summer 2017 marketing campaign leveraging Latin singer Luis Fonsi's hit song 'Despacito' was completely derailed, replaced by round-the-clock efforts to guide the destination through a humanitarian crisis. We were challenged to develop and execute a plan for bringing tourists back to the Island, while being sensitive to the larger issues at stake. As over fifty percent of travelers said media coverage of the natural disasters had negatively impacted their view of the Island, we had to flip the perception that Puerto Rico is not ready to welcome travelers. By harnessing trusted influencers, aggressively promoting recovery milestones, and validating the destination with third party accolades, we activated a "seeing is believing" strategy, debunked myths about the Island's readiness and put Puerto Rico back on the map as a tourism destination in record time.

Event Partners

Europcar Europcar Europcar Europcar Europcar Cirque Du Soleil

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