The Puerto Rico Open 2025 was more than a golf tournament—it was a cultural and entertainment experience aiming to engage new audiences, increase attendance, and elevate the island's visibility within the PGA Tour. This year's challenge included launching a new brand identity, strengthening digital engagement, and amplifying local pride through multi-platform activations and collaborations.

As Account Executive, I played a central role in strategic planning and creative execution, collaborating closely with the client, creatives, and digital teams. My key contributions included:

Supervising creative development for the new 2025 branding

Co-leading strategic planning across all campaign phases

Coordinating with the digital production team on video content and branded experiences

Managing media partnerships and placements (TV, radio, web, OOH)

Supporting the rollout of on-site activations and live event storytelling

Facilitating cross-team communication to ensure alignment and timeliness

Rebranding for Relevance: A fresh, modern identity to re-energize the event

Local & Global Engagement: Connecting Puerto Rican pride with international appeal

Digital-First Storytelling: Using video and influencers to expand audience reach

Community-Driven Experiences: Activations across the island to drive anticipation

Strategic Partnerships: Strengthening collaborations with media and public figures

This edition of the PR Open proved that sports can be a platform for cultural engagement. As a strategist and coordinator, I helped elevate this experience by ensuring our storytelling, branding, and partnerships aligned with both community relevance and international standards.

51K website users (98% new), with 29.77% engagement rate

Facebook & Google were top traffic sources

Peak activity: Feb 23 – Mar 9, 2025

17K+ reactions | 2.7M+ organic impressions | 244 new conversations

High-performing videos with over 300K views each

37 billboard placements (1.17M+ impressions)

455 TV spots, 100+ radio mentions

Press coverage in USA Today, AP News, El Nuevo Día, El Vocero, Telemundo, and more

Total earned media value: $645K+ (excluding digital spend)

“Putting Challenge,” “Golf Kart Karaoke,” and multiple on-site activations with influencers, celebrities, and athletes across Puerto Rico

Collaborations with brands like Heineken, Discover PR, Golf Channel, and Texaco