Puerto Rico portraying destination as beyond beautiful beaches
The Puerto Rico Tourism Company started a $16 million campaign to lure US visitors.
Said executive director Terestella Gonzalea:
“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.”
The ads are an attempt to portray the island as a world class tourist destination, she added, as well as reaffirm the country’s commitment to the environment and sustainable tourism.
The $16 million in ads will air during prime time over the next two weeks.
Target markets include traditional ones for Puerto Ric New York, Los Angeles, Boston, Chicago, Dallas and Miami. Four new markets being added are Philadelphia, Atlanta, Charlotte and Denver.
The ads will include elements of Puerto Rico’s cultural and historic heritage with themes of rest and relaxation, nature and sports, and history and culture.
Ads will appear in both print and television outlets.
Report by David Wilkening
David
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