Puerto Vallarta’s success reached beyond the destination and impacted local hoteliers. Despite trending on Twitter after more than 2,500 tweets during a one hour Twitter Party, the Hilton Puerto Vallarta, a local partner, experienced a 70% increase in Twitter followers. Overall the campaign generated 49.7 million social media impressions and total story pickup of more than 1.3 million for blogs, video and columns. This campaign began in March 2015 and concluded in November of the same year. It included a blogger campaign, Twitter party, national PR, and a trip giveaway.