New York, Puerto Rico destination marketing organizations sign partnership
SAN JUAN – NYC & Co., New York City’s destination marketing organization, and Discover Puerto Rico, the island’s recently established destination marketing organization, signed a partnership agreement Tuesday to boost tourism between the two destinations.
The one-year agreement includes the exchange of marketing and advertising assets “valued at more than $300,000,” to “boost reciprocal travel, the sharing of best practices in tourism marketing and continued support of Puerto Rico’s successful recovery following Hurricane Maria,” the announcing release reads.
NYC & Co. Vice Chairman Charles Flateman and Discover Puerto Rico CEO Brad Dean signed the agreement at an event hosted by Lin-Manuel Miranda, who will reprise his role as Alexander Hamilton in “Hamilton” in Puerto Rico from Jan. 8-27 at the University of Puerto Rico.
“This partnership is deeply personal for me as it formally bridges two of the most fundamental parts of my identity,” said Miranda. “As a first generation New Yorker with parents from Puerto Rico and family on the island, I’ve always felt a special connection not only to my life in upper Manhattan but with my roots and summers spent in Vega Alta, Puerto Rico. I do not exist without both or either. Today’s public commitment and bond between these two places that I hold so dear could not be more meaningful.”
New York campaign advertisements will be featured on billboards in San Juan beginning Nov. 19, for three months, while Puerto Rico advertisements will appear on bus stop shelters and Link NYC screens across New York City’s five boroughs from Nov. 19 to Jan. 13.
New York’s tagline for promotions in Puerto Rico is “Famous Original, New York City. Always here for you,” or “Famous Original, New York City. ¡Siempre aquí para ti!” Puerto Rico will encourage New Yorkers to visit the island this holiday season, with its own message, “We’re Ready to Celebrate.” The campaign features images showcasing the island.
“Now more than ever, we need to support and celebrate the island while also creating economic impact for the destination. We are honored to work alongside Discover Puerto Rico to communicate that it’s open for business and welcoming travelers,” Flateman said.
“New York City and Puerto Rico share a diverse culture and vibrancy that cultivates a unique affinity between the two destinations, and there could not be a better time for us to align our efforts,” NYC & Co. President and CEO Fred Dixon added.
“Our partnership with NYC & Company is unprecedented and will help take our strategic tourism efforts to the next level,” Dean said. “We are working aggressively to elevate Puerto Rico’s brand and make it visible to the world as a premier travel destination. Puerto Rico is open for business, and eager to share its rich and diverse culture with visitors. Our entire Island is brimming with festivals, events, attractions, and natural beauty that are waiting to be discovered this holiday season. Puerto Rico is ready to celebrate.”
There are about 26 daily flights between New York and Puerto Rico.