Skift Take

Puerto Rico's tourism board realizes what matters to tourists making destination decisions today and puts its efforts toward promoting its best reviews on several platforms rather than just covering up negative ones online.

Puerto Rico’s latest tourism campaign could also double as one for TripAdvisor.

The island territory’s latest series of print, online, and broadcast advertisements prominently feature TripAdvisor reviews in a bid to let travelers tell one another why they should visit the island.

The Puerto Rico Tourism Company launched the “Five Star Island” campaign in September 2013 and will continue to build it for the next three years. The campaign features TripAdvisor’s logo and quotes from real reviews.

Although the ads will appear on TV, in print ads, and on billboards, the largest push will be online. The website was also redesigned to put the campaign front and center.

Over the last two years destinations and hotel chains like Wyndham and Four Seasons have turned once-disliked user generated reviews on TripAdvisor into marketing opportunities.

“Puerto Rico’s ad campaign highlights the importance of candid traveler reviews and is an example of a growing number of travel and tourism businesses that embrace TripAdvisor,” explains TripAdvisor director of brand marketing Colleen Heikka.


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Tags: puerto rico, tripadvisor

Photo credit: The homepage of Puerto Rico's tourism website prominently features TripAdvisor reviews.

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