Puerto Rico Tourism Set to Launch New Marketing Campaign

The Puerto Rico Tourism Company will unveil a new integrated marketing campaign designed to increase awareness and make Puerto Rico a top of mind destination. The $10 million advertising campaign will run locally on networks like Bravo, Food Network, Fine Living, Travel Channel, CNN and CNBC.

Print will run in titles like Vanity Fair, Architectural Digest, Food & Wine, In Style, Town & Country, and Travel & Leisure. Digital and out-of-home advertising also supports the campaign. The campaign is scheduled to launch in December 2009 and run through June 2010.

At the center of the initiative is a series of Elliott Erwitt photographs taken during a return trip to Puerto Rico this spring where the Magnum photographer re-discovered the Islands’ essence: romantic, rich in culture and experience. The new campaign is designed to provide a glimpse of life in the islands of Puerto Rico as seen from an artist’s point of view.

The campaign, created by Ogilvy & Mather and De La Cruz Advertising targets people who want their vacation to be an enriching experience and who want more than just a pretty beach; they want a sophisticated experience where they can learn about culture and history.

The advertising plan, running in New York, Philadelphia, Chicago, Washington DC, Dallas/Ft. Worth, Atlanta and Miami, consists of television, print and online webisodes with messaging that evokes a personal connection with Puerto Rico and inspires people to visit the islands.

Each ad features a specific aspect of what the island has to offer - history and architecture, dancing, gastronomy, culture, Puerto Rico’s various islands, and more. At http://www.seepuertorico.com/, visitors can browse Erwitt’s photos from his first trips in the 50s and 60s, and today, and watch webisodes on a variety of experiences that the islands have to offer.