Puerto Rico destination marketing organization launches new ad campaign
Looks to shine a spotlight on residents’ ‘welcoming nature’
SAN JUAN – Puerto Rico’s recently formed destination marketing organization (DMO), Discover Puerto Rico, is rolling out a new brand campaign for the island: “Have We Met Yet?”
The DMO said it draws inspiration from the island’s “cultural and natural offerings,” and highlights “the hospitable and welcoming nature” of its residents. The campaign showcases through Puerto Rico’s iconic doors how the island “welcomes visitors with open arms,” the organization said in its announcing release.
Discover Puerto Rico based the new campaign on research showing that Puerto Rico’s brand identity “was neutral in the minds of travelers,” and as part of this phase of the organization’s brand-repositioning efforts for the island, it seeks to “fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination.”
Along with upcoming creative campaign assets, the new ad intends to reposition the island “as that neighbor that one dreams of – with the festive flair, ocean view, incredible art collection and delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with and maybe even fall in love with,” the DMO wrote.
“This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com. The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind,” Discover Puerto Rico CEO Brad Dean said.
The campaign launched Wednesday across digital channels via digital banners, “social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets,” with additional marketing support “expected throughout the rest of 2019,” especially to attract visitors during the summer.
“Puerto Rico’s people, its rich culture and unparalleled natural offerings – combined with the fact that it’s a U.S. territory and easily accessible – were key factors that led to this creative,” the DMO’s chief marketing officer, Leah Chandler, said. “We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer.”
She added that “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped more than 20 other notable lists of places to visit this year.”
The ad was produced by Beautiful Destinations, “with support from local production crews who traveled throughout the Island to capture its beautiful scenery, thousands of colorful doors and welcoming faces of the Puerto Rican people.”