Adrian Awards Case Study: Discover Puerto Rico’s ‘Have We Met Yet?’

Nominations for HSMAI’s 2020 Adrian Awards competition will open on Oct. 1 — with a special focus on best practices, innovation, and community related to hospitality advertising, marketing, and public relations work created in response to the coronavirus crisis. Take inspiration from last year’s Platinum winners, including Discover Puerto Rico, whose “ ‘Have We Met Yet?’ Brand Repositioning” was recognized in the Advertising/Advertising Campaign/Complete Campaign – Consumer/Group Sales/Travel Trade category.

BACKGROUND: Following Hurricane Maria in 2017, Discover Puerto Rico launched a campaign to combat inaccurate consumer perception of its tourism industry, highlight the island destination’s recovery, and drive visits and bookings. The organization also wanted to increase meetings and conventions business as well as long-term awareness of Puerto Rico as a travel destination.

CAMPAIGN: After conducting more than 4,100 consumer interviews in U.S. and international markets to determine its competitive position, key messaging, and target audience, Discover Puerto Rico created “Have We Met Yet?” to serve as a warm greeting and invitation that doubled as an introduction — or reintroduction — to Puerto Rico. The campaign aimed to separate the destination from its Caribbean competitors by highlight the depth and passion of Puerto Rican arts and culture, gastronomy, and natural attractions.

RESULTS: Consumers exposed to “Have We Met Yet?” spent more than $66 million in tracked hotel bookings in the three months following launch — and paid an average daily rate that was 11 percent higher than ADR for all hotel visitors during that period. After the campaign launched, 71 percent of meeting planners rated Puerto Rico as a desirable location for a meeting, leading to a 41-percent increase in meeting bookings and a 34-percent increase in room nights.

The 2020 Adrian Awards are also taking nominations for the HSMAI Hospitality Hero award. Nominations will be reviewed each week by a panel of Adrian judges, and selected Heroes will be honored weekly online leading up to the Adrian entry period as well as at the 2021 Adrian Awards celebration. Learn more and submit a Hero nomination.

Categories: Marketing, Advertising
Insight Type: Best Practices