A Un Año de María - The Gallery
2019 Finalist

A Un Año de María - The Gallery

GFR Media

San Juan, Puerto Rico

Category Best Use of an Event to Build a News Brand

Overview of this campaign

Strategy:
Present the most impressive journalistic photo gallery a year after Hurricane María.

Objectives:
Position the journalistic work as important and necessary for the benefit of the community.
Encourage Puerto Ricans to engage with El Nuevo Día's content and register to elnuevodia.com.
Generate revenue through a sponsorship and advertising package.

Goal:
Connect with Puerto Ricans' feelings and be a brand who cares about the losses caused by Hurricane Maria.

 


Results for this campaign

Results:

In a one-month period, over 30,000 people visited the Gallery. The brand acquired a total of 23,628 registrations to elnuevodia.com, an increase of 60% compared to a regular month.The Gallery found the main sponsor with a sponsorship package of $50,000.00 which covered 75% of the costs associated with the Gallery.

We received many positive comments in the guest book, which prompted the brand to publish a book with the photos. We printed 1,500 copies and sold them a $19.99 each, generating a profit of $10,500. A portion of the earnings will be shared with an NGO that promotes the reconstruction of Puerto Rico.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory