Hills Balfour
PUERTO RICO NEW ROUTE LAUNCH

LAUNCHING THE NEW BA DIRECT ROUTE FROM THE UK TO SAN JUAN TO MEDIA & TRADE

Challenge:

To raise awareness of the new BA direct route to San Juan from the UK within national media and to differentiate Puerto Rico from other Caribbean islands. To increase the number of tour operators selling the destination from the UK and increase the number of UK visitors. 

 

Solution:

Hills Balfour ran a high profile joint inaugural group press trip with BA which included The Times, BA High Life, Daily Express, Daily Telegraph, The Mail on Sunday, Travel Weekly, City AM and Daily Mirror.

Hills Balfour also organised a media breakfast with A-list journalists at The Ivy restaurant in London to introduce 12 national media to the tourism board to discuss the destination and route.

We also introduced product managers and key decision makers who sell the Caribbean to Puerto Rico. 

Over £275,041 AVE in media coverage and an ROI of 18:1. From a trade perspective, Western & Oriental, LastMinute.com, Kenwood Travel, Flight Centre, Turquoise Holidays, Black Tomato and Audley Travel all began to brochure the destination as a result of Hills Balfour’s work.