Brand USA – Discover Puerto Rico Press Trip
Position Puerto Rico as a warm, welcoming and culturally rich destination with the U.S. as alternative for Canadian travellers at a time when sentiment toward U.S. travel was at a low, and drive top-tier earned coverage across travel, lifestyle and culture outlets.
APPROACH
Trendjacking: Faulhaber spotted a timely opportunity in the global buzz around Bad Bunny’s Super Bowl performance and turned the cultural moment into a travel storytelling hook. Puerto Rico offered Canadians beaches, music, nightlife and culture, with the ease of U.S. travel and fewer of the perceived barriers.
Press Trip: In just four weeks, Faulhaber conceptualized and executed a Bad Bunny-inspired group press trip for five of Canada’s top-tier media. Participating outlets included the Toronto Star, VÉRO, ELLE Canada, SHARP and Canadian Living. The agency built the full itinerary around music, food and Puerto Rican pride, and led all on-the-ground hosting.
Partnerships: Faulhaber secured media rates with hotels and worked with local restaurants, guides and experience partners. The team also brought on Air Canada for discounted airfare, which earned the airline a mention in the coverage’s “If you go…” section.
Why It Worked: Creative trendjacking, a four-week turnaround and strong partner relationships turned a hard sell into a Toronto Star cover story.
Top tier earned media coverage includes: Toronto Star, ELLE Canada, VÉRO, SHARP, Canadian Living and more.
- $1.7M Estimated Ad Value on a $16K budget
- $9.5M+ earned media impressions from a Toronto Star Travel cover story and national print and online lifestyle magazine
- 6.4M+ expected impressions from upcoming coverage
