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Digital Strategy

Discover Puerto Rico x Tripadvisor

Developed digital communications strategy and content recommendations to strengthen Discover Puerto Rico's audience engagement and destination storytelling.

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Campaign launch

Project overview

  • Led production of a travel marketing campaign for Discover Puerto Rico on behalf of Tripadvisor, targeting domestic and international travelers

  • Managed a $250K budget and a 6-week timeline to ensure timely delivery of campaign assets

     

Deliverables & assets

  • Landing Page: Featured 4 x 30-second videos, 1500-word copy, header, and horizon ad unit

  • Connect Unit: Clickable social ad leveraging first-party audience segments

  • Native Boost Unit: Clickable ad placed natively on the site

  • Horizon Ad Unit: Clickable display ad positioned at the top of the landing page

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Planning & execution

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  • Developed a creative brief and questionnaire to translate client goals into campaign requirements.

  • Discussed project scope, deliverables, and dependencies, ensuring alignment on asset inventory and timeline

  • Launched kick-off with creative team, overseeing designer and copywriter for artwork direction and content strategy

Proofing long-form article and embedded multimedia for Discover Puerto Rico

Proofread and QA’d landing page copy and creative for accuracy, brand consistency, and launch readiness; developed UTM tracking and collaborated with Ad Ops and Media Strategy to implement and test performance tracking.

Landing page finalization (Week 5)

Conducted second-round client review of ad units, web copy, and multimedia, incorporated final feedback, secured client approval, and coordinated timeline adjustments with internal creative teams for non-critical deliverables that could be finalized post-launch.

Completion of second draft (Week 4)

Aggregated deliverable drafts including ad units, web copy, and multimedia, organized them in the presentation deck, shared mockups with the client, managed a 48-hour feedback window, and facilitated feedback and troubleshooting between the client and internal creative team.

Completion of first draft (Week 3)

Hosted kickoff meeting with client team to align on vision, strategic goals, content assets, and CMS capabilities for copy, multimedia, and navigation flow. Review client assets. Delegate tasks to internal creative team members. 

Initial concept approval (Week 1)

Key milestones

Final mockups

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Landing page

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Connect Unit (mobile ad)

Additional work

1x TA Connect carousel 3x trips

  • Managed El Salvador Travel project budget, creative brief, and cross-functional task delegation.

  • Reviewed and proofread creative deliverables, coordinated client approvals, and ensured alignment with project requirements.

  • Coordinated ad launch and implemented tracking parameters to support campaign measurement.

FB & IG Carousel w/3 frames

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2x boost + dynamic display ads

  • Managed Visit Tucson project budget, creative brief, and cross-functional task delegation.

  • Reviewed and proofread creative deliverables, coordinated client approvals, and ensured alignment with project requirements.

  • Coordinated boost ads and dynamic display ads launch and implemented tracking parameters to support campaign measurement.

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Boost ad targeting outdoor-affinity audiences

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Dynamic display ads for culinary-affinity audiences

Boost ad targeting culinary-affinity audiences

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