Campaign to Promote Tourism in Puerto Rico Among Finalists for ANA Multicultural Excellence Award
KOI IXS, a leader in performance driven marketing, based in San Juan, has been announced as a finalist for an ANA award. The company has been nominated for their outstanding work on a marketing campaign promoting tourism in Puerto Rico following Hurricane Maria.
MIAMI, October 26, 2018 (Newswire.com) - The Association of National Advertisers’ (ANA) recently announced the finalists for their 18th annual Multicultural Excellence Awards. Among the finalists is Puerto Rico based performance marketing company, KOI IXS, which has been selected among the top three winners in the Digital / Social / Mobile category. Each of the finalists will win either a bronze, silver, or gold award in their respective categories.
“ANA announced that 34 other companies were selected as winners among the 12 categories that will be awarded this November at their Diversity and Multicultural Marketing conference, which will take place in Miami Beach. In its statement, ANA announced the three winners for each category but it will not be until its November conference that it will reveal which agency obtained the first, second and third place for each category of the awards.”
The ANA Multicultural Excellence Awards annually celebrates the best multicultural advertising campaigns of the year. The awards increase knowledge and exposure of outstanding work in the Latino, African-American, and Asian communities. The awards also seek to shed light on socially responsible advertising campaigns and marketing experiential campaigns.
The San Juan based company, KOI IXS, is being recognized for a creative advertising campaign that it developed for the Tourism Company of Puerto Rico, which became known as Puerto Rico from A to Z.
The campaign was created in the aftermath of Hurricane Maria and intended to show, both locally and internationally, that the island, which had been devastated in September 2017, had made significant progress in its recovery process and was in a position to attract and receive tourists during the high season. The campaign video can be seen here .
The Puerto Rico A to Z campaign was guided by the Spanish alphabet and identified a remarkable aspect of geography, culture, gastronomy, and life on the island that starts with each letter of the alphabet. Thus, from A to Z, the campaign achieved an attractive journey through the unique traits that define the rich culture of the island, as well as its people and awe-inspiring landscapes.
Jorge Bauza, Chief Creative Officer of KOI IXS, explains how the team found the drive to complete the campaign, “A to Z, as well as every work we did right after Hurricane Maria, was the biggest creative challenge our creative team had ever encountered. In addition to having limited production and basic resources on the Island, we were all drained emotionally. Yet we found strength and a special connection with our client that made us push on in order to produce this holiday guide. At an average rate of producing a video per day for almost thirty days, this was a true test of creativity at the speed of data. We are very proud of this work and of our creative contribution to the recovery of Puerto Rico.”
For the team at KOI IXS, the ANA award is representative of the spirit of many companies in Puerto Rico that did not let themselves be defeated by the inhospitable circumstances left by the hurricane.
“Everyone on the KOI IXS team is very excited with this acknowledgment, not only because of the hard work it took to achieve it but also because this was a project done when we were facing one of the most adverse situations that we have ever encountered in the recent history of our homeland. We achieved the production of this campaign in spite of the precarious situation and lack of resources that we were experiencing", explained Edwin Miranda, Chief Executive Officer.
At its core, the campaign used an element of emotion to truly make a difference to the people of Puerto Rico. In fact, the overall sentiment of travelers considering Puerto Rico as a tourist destination increased from 20% to 63% following the campaign.
To Puerto Ricans living on the island, the campaign invited them to rediscover themselves, to think not from defeat, but instead from their possibilities of recovery, and to look at themselves from everything they had not lost and what they still had to offer. Similarly, to the Puerto Ricans living outside the island, the campaign re-connected them with a positive image of a country in reconstruction, and with the nostalgia of their island’s memorable places.
ANA announced that 34 other companies were selected as finalists among the 12 categories that will be awarded this November at their Diversity and Multicultural Marketing conference, which will take place in Miami Beach.
About KOI IXS: KOI IXS is a performance-driven marketing agency, with offices in San Juan, Bogota, and Miami. The agency is committed to delivering growth through a consumer-centric and solutions based approach to marketing solutions.
The company goes beyond the application of tech and innovation and offers a relentless commitment to delivering the most cost-effective results with the use of omnichannel solutions, in building authentic partnerships with clients, in providing data-driven strategies, analytics, and measurement for ROI.
Source: KOI IXS