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.

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

Planning & Execution

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

Landing page

Connect Unit (mobile ad)