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Luis Fonsi and ‘Despacito’: new promoters of Puerto Rico as tourism destination

By on August 15, 2017

SAN JUAN – Puerto Rican singer-songwriter Luis Fonsi will be the island’s new official ambassador before the world with his hit single “Despacito,” following a strategic alliance with the Tourism Co. (PRTC), Gov. Ricardo Rosselló announced Tuesday.

The agreement includes the acquiring the song’s rights, the right to use the artist’s image, and other benefits negotiated with the objective of attracting people to vacation in Puerto Rico.

The duration of the agreement with the artist, aimed at promoting Puerto Rico as a tourist destination on the Love & Dance World Tour, will run until June 2018. The tour has at least 51 additional stops that have been confirmed for the main cities in the United States, Europe, and Central and South America.

“Part of the economic development strategy of our Administration is to increase the number of people who visit and stay on the island. ‘Despacito’ presents us with the ideal moment to offer a diverse, safe and exciting destination for tourists. We thank Luis Fonsi for putting his talent to the service of Puerto Rico,” the governor said.

Gov. Ricardo Rosselló announces the use of ‘Despacito’ and its artist’s image to promote lead potential tourists to (Courtesy)Gov,(Courtesy)

PRTC Executive Director José R. Izquierdo explained that “the increase in the interest generated among consumers abroad to know more about our island, due to the popularity achieved by Despacito, it is an undeniable fact.”

Izquierdo added that “our challenge and motivation when exploring the possibility of a strategic alliance with Luis Fonsi was centered 0n looking for the ideal mechanisms to transform the increase of interest in trips to Puerto Rico into a real conversion of arrivals and visits.”

In the announcing release, Luis Fonsi said: “I’m very grateful and excited that the Tourism Co. has chosen ‘Despacito’ and my Love and Dance Tour as part of its promotional campaign for Puerto Rico. Over the next year, I will be working on different efforts to make the wonders of our beautiful island known, promoting and helping Puerto Rico to be known in every corner of the world. To be an ambassador of the land where I was born fills me with pride.”

The PRTC will use the song and the artist’s image on videos, digital advertising, social media posts and contests, among others, in order to increase web traffic

The results of the strategic alliance will be monitored through webpage visits, social media interactions, and sales conversions reported by the main online travel sales platforms that have a direct relationship with the PRTC.

The promotion’s results and performance will be monitored through the website’s visits, digital media impressions and sales reported by major online travel platforms.

The hit single by Fonsi and another Puerto Rican music celebrity, Daddy Yankee, has achieved unprecedented success, among which is having become the most watched video in YouTube history, seen more than 3.2 billion times.


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