I Want To Share My Gold Puerto Rico Tourism Company

Overview

Condor Airlines recently opened a route between Frankfurt, Germany and San Juan, Puerto Rico, establishing one of the few direct flights between Europe and Puerto Rico. With Germans now a crucial audience for the island’s tourism industry, something serendipitous happened: at the 2016 Summer Olympic Games, Puerto Rico’s Women’s Tennis player Monica Puig went toe-to-toe with German Angelique Kerber. After a nail-biter match, underdog Puig shocked the world, beating Kerber and earning Puerto Rico’s first Olympic gold.

Creative Idea

Upon Puig’s return to the island, we worked with the Puerto Rico Tourism Company to convince her to make an unusual video offering Kerber her true gold: Puerto Rico. Puig ended the video extending an invitation to Kerber, and by association all Germans, to come visit Puerto Rico.


Results

The video received millions of worldwide views and significant press coverage. Kerber herself accepted the invitation, causing the story to be picked up by numerous German media, sharing the video’s beautiful shots of the island’s beaches with millions of potential German tourists. Puerto Rico became the #1 topic searched in Germany during that month as reported by Google Trends. Overall, the effort generated over $1 million in earned media with an investment of only $25,000. Mónica Puig’s victory brought the eyes of Germany to the island. The Tourism Company just made sure it looked as warm and golden as ever.

Awards

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2017 SME Digital Awards

Best Execution made in Puerto Rico for International Markets / Gold

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2017 Cúspide Awards

Effectiveness / 2 Bronzes

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2017 Cúspide Awards

Digital Real Time Response / Silver

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2017 Cúspide Awards

Digital / Bronze

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2017 Cúspide Awards

Digital Promo & Activation / Bronze

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2017 Cúspide Awards

Promo & Activation / Bronze

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2017 Cúspide Awards

Image / Silver

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