The new campaign titled, “On a tropical island. In the Caribbean,” captures the benefits of hosting a meeting or convention gathering in Puerto Rico. Using strong visual imagery of Puerto Rico’s natural beauty of the destination’s beaches, rainforests, undersea life, and golf courses, the ads include overlaid copy that underscores Puerto Rico’s ability to accommodate a group’s needs.
In one ad, the copy reads, “Puerto Rico offers 1.2M sq. ft. of meeting space, 14,000 hotel rooms, 2,000 dining options, hundreds of non-stop flights,” then refers to the usual laundry list of information that oftenused by destinations to describe their attributes. The copy ends by underscoring what attracts meeting planners and delegates most to Puerto Rico. It’s ‘A tropical island. In the Caribbean.’
“We know Puerto Rico hits the marks when it comes to top accommodations, great activities, fine dining and sophisticated meeting and event spaces,” stated Milton Segarra, president & CEO, Meet Puerto Rico. “The true value of meeting in Puerto Rico is about bringing all these elements together to create a singular, memorable and distinctive experience for our delegates and visitors. That’s what Meet Puerto Rico, and our branding campaign, is all about.”
The new campaign strategy gives Meet Puerto Rico the opportunity to engage with target audiences, including corporate and association executives; human resource directors, internal and third-party meeting planners; tradeshow, entertainment and sporting event organizers as well as delegates and other visitors across a variety of today’s communication platforms. The ads will appear in print and digital platforms in major meetings, conventions and other business-related media outlets in coming months through a $375,000 advertising spend, as well as through social media.
Meet Puerto Rico collaborated with TURKEL Brands on the concept, design and execution of the campaign. In explaining the concept to PRHTA luncheon attendees, Bruce Turkel, CEO and Executive Creative Director of TURKEL Brands said, “Puerto Rico has everything a meeting planner or group needs and wants, but that’s just the cost of entry. Our underlying message is that Puerto Rico is more than another meeting destination, it a tropical island, in the Caribbean. That’s makes the destination an event in and of itself.”
The new branding campaign includes the introduction of an updated, modern logo with clean lines which incorporates a color scheme of green and blue as a call to the Puerto Rico’s most prized natural attributes – the Island’s lush tropical flora and water elements.
Other elements in development include a redesigned website (www.meetpuertorico) set to launch by the end of the month, a new tradeshow booth and tradeshow uniforms, new collateral materials as well as new destination video for the meetings market.
Meet Puerto Rico’s Latest Results
During the presentation, Segarra discussed Meet Puerto Rico’s latest results in closing group business for the destination.
Meet Puerto Rico has closed the first half of its Fiscal Year 2014-2014 securing 163 groups with 89,532 room night bookings, this figure represents 48 percent of Meet Puerto Rico’s annual booking goal. In addition, the organization’s ‘Dial & Smile’ campaign, a two-day selling event with hotel partners in November produced 77 group booking representing 46,247 room nights, of which 75 percent were generated by Meet Puerto Rico.
“We’re very proud of our results so far this fiscal year,” stated Segarra. “We’ve made some significant changes to the organization and we’re seeing the outcomes of a great team effort. We’re looking forward to all that 2014 has in store for our organization and the destination.”
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