Puerto Rico unveils $16 mn ad campaign
Puerto Rico Tourism Company (PRTC) has unveiled a new $16 milion advertising campaign for the United States and local markets.
“The theme of the campaign developed for the United States, ‘Puerto Rico: Explore Beyond the Shore’, aims to position our island as a dynamic destination rich in natural beauty and activities beyond our beautiful beaches for all visitors to enjoy,” says executive director Terestella Gonzalez Dentonof of the PRTC.
“The new ads truly represent our vibrant, happy and welcoming people, as one of the best reasons to visit.”
She explained that the campaign is designed to position the island as a world class tourist destination and reaffirm Puerto Rico’s strong commitment to the environment and sustainable tourism.
The advertising campaign, representing a $16 million investment for PRTC, will air during primetime in all 50 U.S. states for a three-week period.
Overall, the Tourism Company’s media plan focuses on the traditional markets for PRTC of New York, Los Angeles, Boston, Chicago, Dallas and Miami. With four new markets, Philadelphia, Atlanta, Charlotte and Denver, added to the approach from the previous two years.
For the first time, the new campaign will be on national television across the US, airing tonight during Survivor and CSI. The new campaign will also air during the Macy’s Thanksgiving Day Parade and the American Music Awards.
“Explore Beyond the Shore” integrates elements of our cultural and historic heritage with themes of ‘rest and relaxation’, ‘nature and sports’, ‘history and culture’, ‘entertainment and nightlife,’ and for the first time, the regional destination of Porta del Sol, Puerto Rico. Culture is especially brought to life in the five 30-second television spots via the vibrant, tropical music of Puerto Rico.
Simultaneously, a local television campaign will be launched in Puerto Rico with the theme of “Discover What’s Ours, Tourism Made in Puerto Rico.” This campaign boasts appearances by homegrown celebrities, including Carlos Delgado, Carlos Beltran, Andy Montanez, Roselyn Sanchez and Giovanna Huyke. The investment for the local campaign is $1.5 million and includes print, radio and television advertisements.
In the U.S., the $26 million national ad campaign is complemented by print advertising placements in daily newspapers and national travel and lifestyle magazines. Additionally, to accompany the overall campaign, PRTC will launch the “Puerto Rico Explore Pass” to entice tourists to extend their stay on the island to at least five days, by providing incentives such as $100 in cash, a $25 credit for fuel and 20% discounts for walking tours of Old San Juan.
The campaign announcement wrapped up the annual presentation of PRTC’s successes to the Puerto Rico tourism industry by the Executive Director who is in her first year of leadership. To lend his support and demonstrate his approval of the new campaign, Governor Anibal Acevedo Vila was present. Also in attendance were legislators, mayors, leaders of government agencies and members of the press.