Meet Puerto Rico

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The Situation

Meet Puerto Rico is the organization that markets and sells Puerto Rico to meetings and convention planners. While Puerto Rico enjoys tremendous popularity as a vacation destination, it isn’t always top of mind for meetings and conventions. We needed to strengthen Puerto Rico’s competitive position in the Americas (and abroad) by increasing awareness of the island’s outstanding meeting facilities and services. Puerto Rico has everything a meeting planner or group needs and wants, but that’s just the cost of entry. Our challenge was to market Puerto Rico as a meeting destination based on the brand’s strongest asset – a sophisticated, state-of-the-art meeting destination located on an idyllic tropical island in the Caribbean. While meeting planners know of Puerto Rico’s tropical beauty, fine dining and first-class hotels and resorts, they don’t always make the connection that these attributes are what attract delegates to a meetings destination. We needed to help planners understand that the true value of meeting in Puerto Rico is about how these elements come together to create a singular, memorable and distinctive experience for their delegates.

Our Solution

Our campaign captures the benefits of hosting a meeting or convention in Puerto Rico.
We combined visuals featuring the natural beauty of Puerto Rico’s beaches, rainforests, undersea life, and golf courses with copy that underscores what makes Puerto Rico an ideal meetings destination. In one ad, the copy reads, “Puerto Rico offers 1.2M sq. ft. of meeting space, 14,000 hotel rooms, 2,000 dining options, hundreds of non-stop flights.” Our campaign theme, “On a tropical island. In the Caribbean.” goes on to describe what makes Puerto Rico a unique meetings destination. In addition to the branding campaign, TURKEL Brands created a new logo that incorporates a color scheme of green and blue inspired by Puerto Rico’s most prized natural attributes – lush tropical flora and sparkling blue water. Other elements include a redesigned website (www.MeetPuertoRico.com), new collateral materials, a new tradeshow booth and tradeshow uniforms, as well as a destination video for the meetings market.

The Results

Meet Puerto Rico exceeded its annual sales goal, securing over 189,000 room night bookings. This translates into 409 groups and more than 100,000 delegates. The Puerto Rico Convention Center booked 30,394 room nights, representing a 69 percent increase over the prior year. Revenue from the room nights gave Puerto Rico’s economy a boost of $110 million.