When Hurricane Maria made landfall on Puerto Rico in September 2017, millions watched the disaster unfold on media – initially wiping out the island’s crucial tourism economy. One year later, the recovering island and resilient people braced for a crisis of a man-made kind: 90% of media covering natural disasters on first anniversaries tend to replay the devastation, not cover the recovery. So, PR directly challenged the media to #CoverTheProgress instead. To put a human face on the recovery, we returned to a storm-ravaged neighborhood where residents had painted an S.O.S. sign to attract planes and shot a new aerial photo at the same intersection, boasting a colorful “Bienvenidos! (Welcome) sign. The PR strategy launched an anniversary media campaign generating one billion media impressions. 70% of coverage promoted the progress, and led to the New York Times declaring Puerto Rico as “The #1 Place to Go in 2019.”
Conde Nast Traveler Readers' Choice Awards
ICCO Global Award
In2 SABRES Award
Lonely Planet's Best in Travel
Luxury Travel Guide (LTG) Destination Awards
PR Platinum Award
PRWeek Campaigns for Good Award - Highly Commended
Travel + Leisure World's Best Awards
USA Today Readers' Choice Awards
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Ketchum has been a Contributor since 14th February 2019.