Puerto Rico Convention Center aims to attract big business via direct mail program

In San Juan, successful conventions and tropical beaches meet. That’s what meeting and hospitality professionals will find out, thanks to the new direct mail campaign featuring the Puerto Rico Convention Center.
The campaign is designed to bring meeting planners to Puerto Rico for a free, high-end tour of the new Convention Center, including a helicopter ride over the construction site and nearby Old San Juan.The Puerto Rico Convention Bureau, marketing and sales agent for the new Convention Center, is sending the mailer this month to 13,000 meeting and hospitality professionals throughout the United States and Canada. Each one of the first 15 planners who deliver a qualified lead now through April 15, 2004, will receive a grand Convention Center site tour. Winners will get complimentary: round-trip airfare to San Juan; first-class accommodations; dinner at a premier San Juan restaurant; tour of El Yunque Rainforest or Rio Camuy Cave Park, and helicopter ride over the construction site, surrounding San Juan neighbourhoods and nearby beaches.“Seeing is believing, and with construction proceeding at full speed, we want planners to experience first-hand the grand proportions of the new Convention Center (pictured above) and world-class amenities of San Juan, Puerto Rico,” explains Ana Maria Viscasillas, vice president of marketing, Puerto Rico Convention Bureau.Key to the “Win a Trip to San Juan” campaign is a Lenticular direct mailer highlighting the new, state-of-the-art meetings facility and its tropical location. At first glance, the mailer depicts a giant wave. But things aren’t always what they seem. When the viewer changes perspective, the image changes and the breaking wave morphs into the Puerto Rico Convention Center. A headline explains, “A new wave of inspiration and innovation is building in the Caribbean.”“Our mailer is composed of two images, one of a wave and another of the new Convention Center,” Viscasillas says. “The transformation from wave to meetings facility highlights the Puerto Rico Convention Center’s dominant architectural feature - a huge, sweeping roof, shaped like a wave to recall the cascading Caribbean surf.”Known for its “gee-whiz” effect, Lenticular art is used in store displays, postcards, CD covers and more to make viewers stop and wonder. The technique creates animated effects through the use of ribbed plastic surfaces, composed of optical-grade cylindrical lenses, that sit on top of layered images. The lenses reflect pictures beneath them. As your point of view changes, the image you see changes, creating the illusion of movement.