Nick Papa

By the end of 2016, the embargo on travel to Cuba for US citizens was eased and the first commercial flight to Havana took off. I was on it. Cuba Travel Network needed a way to communicate their USPs to the American market. I helped them create social-first content that demonstrated their added value.

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"Photography in Cuba: It's Not Easy," reads a 2015 New York Times headline. Respectfully, I disagreed - so I sent New York-based photographer Jorge Quinteros to Havana. In partnership with Moment Lenses, he made his way around the city shooting people and places on his iPhone 6 - returning with plenty of photography tips and travel advice for the American market. 

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Havana is rough around the edges. But what about its fashionable side? I asked world-famous fashion influencer Chiara Ferragni to dress to the nines (just another regular day for her) and show even the most well-heeled travelers that stunning architecture and landscapes await in Cuba.

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Street eats in Havana. Photo by @katiefresca.

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What about the food? To dispel the rumors that Havana has no good restaurants, I got Emily Elyse Miller, author of Phaidon's BREAKFAST: The Cookbook, on a plane to meet the best chefs in Cuba, while photographer Katie Fresca snapped photos of their eats along the way.

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By collaborating with influencers, photographers and writers, we told authentic stories about travel to Cuba that weren’t being told anywhere else. The Instagram account grew organically from 3,000 followers to more than 10,000 followers in less than a year. The percentage of American followers also increased - from about 25% to nearly 75% of total followers.

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