From casual island destination to immersive Caribbean experience: Helped reposition Wyndham Hotels Puerto Rico as a compelling gateway to the island.

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The Industry: Tourism & Hospitality

The Rub: Puerto Rico’s vibrant culture and island vibe is hard to explain, showcase and bring to life without you physically stepping foot on the island. (let alone appeal to families and kids who want instant fun, learning and activities.) Puerto Rico is home to about 3.2M people today but has been steadily declining by roughly 17% over the years due to emigration and low fertility rates. That’s caused a strain on the economy, forcing the island to rely even more on tourism.

The Mindset: I want to get away to an island that stands out from all the rest. And what’s a place where I can also take my kids and show them a good time?

The Urgency: At the time of the campaign, Puerto Rico’s tourism industry was playing an increasingly important role in the island’s economic recovery amid years of population decline, outmigration, and the lasting effects of economic and natural challenges. Attracting visitors wasn’t just about filling hotel rooms—it was about supporting local businesses, creating jobs, and showcasing Puerto Rico as a vibrant destination for culture, hospitality, and adventure. 

The KPIs: Room bookings. Itinerary bookings. Island foot traffic. Local business sales.