Meet Puerto Rico Introduces New Branding and Image Campaign

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29/1/2014

Meet Puerto Rico launched its new branding and image campaign this week during the Puerto Rico Hotel & Tourism Association’s monthly industry luncheon.


The new campaign, titled “On a tropical island. In the Caribbean,” captures the benefits of hosting a meeting or convention gathering in Puerto Rico. The ads include overlaid copy that underscores Puerto Rico’s infrastructure 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 more information that is often used 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.’

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.

The new branding campaign includes the introduction of an updated, modern logo with clean lines which incorporates a color scheme of green and blue.

Other elements include a redesigned website (www.meetpuertorico), 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

Also 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.