Tourism organization Discover Puerto Rico, is introducing the Island's first campaign in five years as the group continues to reposition the U.S. territory following the devastation after Hurricane Maria 18 months ago.
The group's "extensive research" found Puerto Rico’s brand identity is neutral in the minds of travelers, encouraging organizers to develop an entirely new platform.
The “Have We Met Yet?” creative showcases what the organization considers the island's two strongest assets -- culture and people -- before ending with the tagline "neighbor to the south.”
“Puerto Rico’s people, its rich culture and unparalleled natural offerings -- combined with the fact it’s a U.S. territory and easily accessible -- were key factors that led to this creative,” said Leah Chandler, CMO of Discover Puerto Rico.
Sample the work here.
The campaign runs across digital channels via banners, social and pre-roll. A TV spot will launch soon in key markets. All content is produced by Beautiful Destinations, which worked with local production crews to add to the authenticity of the campaign.
Additional marketing support is expected throughout the rest of the year, specifically to attract visitors to the island during the summer travel season.
"We want to send a message to all travelers that this is the year to visit Puerto Rico," explains Chandler. "The entire island is eager to welcome them.”