Discover Puerto Rico: Virtual Weekend Getaway
Ketchum helped Discover Puerto Rico maintain strong awareness and future consideration of Puerto Rico as a desirable travel destination amid COVID-19 travel restrictions. Puerto Rico was the first U.S. destination to launch a virtual weekend getaway, luring virtual travelers with immersive cultural experiences as well as the first destination to offer LIVE-guided tours utilizing Google Earth, on Facebook Live, for which we partnered with a local tour guide. Our outreach resulted in 480+ placements and 1.1B impressions and the activation was recognized as a top PR campaign in several publications. Since launching the first set of virtual activities, traffic on Discover Puerto Rico’s channels has gone up and more people have begun to search for Puerto Rico. In March, Puerto Rico was one of only three global destinations whose search traffic from people in the U.S. grew, according to Google Analytics. Additionally, according to recent Expedia data, San Juan was one of the most-searched-for destinations for flights July-Dec 2020 and it was also one of the top destination searches from April 1 to May 12 on Hopper.