The target audience was comprised of consumers with high value personas for Discover Puerto Rico: Active Adventurers, Beach Extremists, Foodies, and a combination of Arts & Culture Lovers, History Buffs, and Cultural Immersion Travelers.
To begin, the campaign targeted the aforementioned consumers in key DMA feeder markets that feature direct flights to the island of Puerto Rico along with being overlayed inot markets where Discover Puerto Rico had previously run TV ads. This allowed us to create a “mirror media” audience primed for lead acquisition.
As frequency crept to above 2.5 halfway through the campaign, we expanded targeting from strictly DMAs to also encompass the states where content has performed the best both paid and organically.
After extensively examining Discover Puerto Rico’s other digital marketing data and additional destination research, we were able to accurately target multilple high-value consumers for the campaign.