Published on : Tuesday, July 2, 2019
“Despite the World Travel & Tourism Council (WTTC) estimating a recovery between 2021-2022, and New Orleans taking eight years to get back to pre-Katrina levels, we set an aggressive goal to fast-track the visitor economy at a record pace, for the benefit of local communities,” said Brad Dean, CEO of Discover Puerto Rico.
From the time of its inception last July, Discover Puerto Rico rapidly embarked on an undertaking to reposition Puerto Rico as a brand, fully capitalizing on the rich tourism product of the Island to flourish as a leading Caribbean destination. Some of the organization’s major initiatives include:
Decreased negative perception: Discover Puerto Rico highlighted the negative perceptions about travelers and meeting planners had, to fortify the leisure as well as meetings and conventions segments.
In the past year, the number of consumers’ visiting Puerto Rico has increased 6 points, 3 an impressive jump, in spite of significantly reduced marketing budgets.
Repositioned the brand for growth: Considering the inconsistent branding through the years, Discover Puerto Rico replaced the brand successfully. They developed a new brand identity and introduced a research-oriented marketing strategy, side by side with a new brand campaign, a move that has already yielded results and will yield even greater long-term impact.
According to the data, consumers who are exposed to the new brand campaign are staying for almost three days longer than those who haven’t been.