The new campaign titled, “On a tropical island. In the Caribbean,” captures the benefits of hosting a meeting or convention gathering in Puerto Rico. Using strong visual imagery of Puerto Rico’s natural beauty of the destination’s beaches, rainforests, undersea life, and golf courses, the ads include overlaid copy that underscores Puerto Rico’s ability to accommodate a group’s needs.
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. In explaining the concept to PRHTA luncheon attendees, Bruce Turkel, CEO and Executive Creative Director of TURKEL Brands said, “Puerto Rico has everything a meeting planner or group needs and wants, but that’s just the cost of entry. Our underlying message is that Puerto Rico is more than another meeting destination, it a tropical island, in the Caribbean. That’s makes the destination an event in and of itself.”
The new branding campaign includes the introduction of an updated, modern logo with clean lines which incorporates a color scheme of green and blue as a call to the Puerto Rico’s most prized natural attributes – the Island’s lush tropical flora and water elements.
Other elements include a redesigned website, a new tradeshow booth and tradeshow uniforms, new collateral materials as well as new destination video for the meetings market.