Discover Puerto Rico sought a campaign to boost awareness, drive travel intent, and ultimately increase bookings during the shoulder season. In addition to tracking intent and bookings, they prioritized engagement, video views, and high-quality content as essential metrics for campaign success. 

The Steller campaign was crafted to not only build awareness but also drive engagement at every stage of the booking funnel. The social-first campaign featured the talent of influencers who resonated with Discover Puerto Rico’s target audience and could inspire shoulder season travel. These influencers brought their followers along as they explored 24 of Puerto Rico’s municipalities—sampling local cuisine, embarking on outdoor adventures, relaxing on stunning beaches, exploring brightly-colored neighborhoods, and immersing themselves in the Puerto Rican culture. Their journeys authentically illustrated how to ‘Live Boricua.’

Influencer posts directed viewers to their video-rich, Steller itineraries with interactive maps, bookable hotels and experiences. The campaign extended across the Steller ecosystem through homepage features, push notifications to key markets, immersive emails, and amplification through our exclusive partners. The campaign content, videos and trip itineraries, is also embedded on discoverpuertorico.com through the Steller Players.     

Steller leveraged our active network of over 13,000 creators to identify the ideal influencers to drive travel bookings to Puerto Rico. Our influencer relations team managed the entire influencer component from start to finish, alleviating the workload for Puerto Rico’s marketing team. Collaborating with local contacts and conducting thorough research, our team pre-arranged experiences and provided each influencer with a fully detailed itinerary well in advance. 

While in-market, Steller served as the influencers’ day-and-night point of contact, ensuring smooth operations and swiftly addressing any issues that arose. Before publishing, we worked through multiple rounds of edits with the creators to uphold content quality. As posts went live, our team meticulously tracked progress, confirming all contract deliverables were met.  
 

The campaign not only met but exceeded Discover Puerto Rico’s goals across all key metrics. 

Boost Awareness: This social-first campaign reached 2.3 million people, generating 60.6 million impressions—48 million beyond the contracted amount. Social engagement was strong, reaching 8.9%, well above the platform averages of 6.7% on Instagram and 2.7% on TikTok. 

Drive Travel Intent: Of those who viewed the influencer itineraries, 18% began planning their own Puerto Rico trips. Additionally, 37% of viewers engaged deeply, watching videos, exploring hotels and itinerary stops, interacting with the map, and saving itineraries for future reference. 

Increase Future Bookings: The booking conversion rate among itinerary viewers was three times the travel industry average. 

The campaign also delivered high engagement, video views, and provided Discover Puerto Rico with a library of high-quality raw assets for ongoing marketing efforts. Due to the campaign’s success, we’re excited to be partnering with Discover Puerto Rico on a second campaign to continue driving awareness, travel intent, bookings, and economic recovery for Puerto Rico.