On August 20th, 2018 Discover Puerto Rico’s #CoverTheProgress campaign went live. The goal of this community-driven campaign was to attract national and international media to cover positive stories about Puerto Rico, post-Hurricane María. Research showed that outdated images from the hurricane had a severe negative impact on the potential tourist perception of the Island. The campaign included a short video and photographic elements.
The video was fully produced in house with Discover Puerto Rico’s creative team led by Jean Paul Polo and Erin Cardona. So far, the story of progress has garnered 350 million impressions worldwide and an estimated $4.5M in earned media.